Generative AI in E-commerce for Growth
Imagine revolutionizing your company's buying journey and capturing billions in value. Generative AI in e-commerce (GenAI) offers this potential, with the ability to enhance commerce budgets by 20-30% over the next five years through innovations like conversational selling assistants and automated content generation.
Since the launch of ChatGPT, interest in AI in e-commerce has skyrocketed, with up to 73% of businesses integrating AI solutions. However, not every use case requires generative AI. Selecting the right technology—whether GenAI, traditional AI, or RPA—is essential for achieving optimal ROI.
Historically, businesses that embrace technological shifts achieve a competitive edge. Companies integrating AI in e-commerce today can not only boost revenue but also significantly reduce operational costs, enabling them to stay ahead of competitors.
The financial impact of GenAI in B2B e-commerce
Our analysis shows that leading B2B companies could unlock up to €10 billion in peak value by strategically implementing generative AI solutions. For instance, top B2B brands with a market value of €92 billion could see a 20-30% increase in their commerce budget. Real-world examples and case studies in this article reveal how GenAI can enhance customer interactions, improve efficiency, and drive growth.
Key use cases for AI in the B2B buying journey
Conversational Selling Assistants
- Leveraging GenAI-powered conversational assistants can guide buyers through complex purchasing decisions, leading to higher conversion rates. A case study shows a major digital printing provider achieved over a 50% increase in conversions by deploying conversational AI across 52 countries.
Dynamic Pricing Optimization
- By integrating GenAI, companies can automate quote responses and customize pricing, as demonstrated by a large shipping company in Southeast Asia. GenAI allowed them to streamline route planning and optimize pricing, enhancing both speed and accuracy.
Automated Content Generation
- Automating content creation across marketing channels can save costs and boost brand visibility. One financial services firm reported an 11% reduction in sales and marketing expenses by implementing AI for content creation and A/B testing.
Strategic Framework for Adopting AI in E-commerce
GenAI is most effective when applied across the entire buying journey, from awareness to retention and loyalty. Our “string of pearls” approach illustrates how interconnecting multiple AI use cases creates compounded value. For example, personalizing content during the awareness phase leads to increased engagement, while automated customer support in the post-purchase phase reduces service costs.Not every company needs GenAI for all functions. In some cases, robotic process automation (RPA) or non-generative AI can provide similar value at lower costs. Businesses should prioritize GenAI only where it offers clear advantages.
Embracing the future of AI in E-commerce
Integrating AI in e-commerce is no longer optional for businesses that want to stay competitive. By adopting the latest generative AI solutions, B2B companies can transform their buying journey, optimize operations, and enhance customer satisfaction. Download our full article to discover how top B2B brands are leveraging AI for sustainable growth.