China-Singapore Jingwei, December 2 Topic: Intelligent interaction is the focus of future development in the era of AI e-commerce.
Author: Li Mingtao, President of China International Electronic Commerce Center Research Institute.
Li Mingtao. Recently, a reply post by Ma Yun on Ali's intranet was swiped. "All great companies are born in the winter. The era of AI e-commerce has just begun, and it is both an opportunity and a challenge for everyone. So, what is the current development of AI e-commerce?
The rapid popularization and application of artificial intelligence, especially generative artificial intelligence based on large models, allows ordinary people to feel the convenience and efficiency improvement brought by artificial intelligence at close range, which will accelerate the comprehensive entry of human society into the intelligent era. The so-called AI e-commerce refers to the integration of AI and e-commerce business scenarios, on the basis of improving the operational efficiency of e-commerce, more intelligent transaction scenarios will be derived, and further improve the service experience of e-commerce.
In the current era of traffic stock competition, AI has many application scenarios in the field of e-commerce, such as intelligent voice customer service, AI digital human live broadcast, intelligent product selection and marketing tools, etc., which greatly improve the operational efficiency of e-commerce enterprises and reduce operating costs and risksOn the other hand, more importantly, through the introduction of AI technology, needs can be identified more accurately, so that e-commerce can improve its insight into increasingly personalized needs based on "AI + big data". For example, through the digital human anchor, a large amount of data can be accumulated in real time in the interaction with the fan base, and after the data is "fed" to the AI for continuous iteration, the digital human anchor will more and more accurately perceive the demand characteristics of the fan base, and can provide more and more accurate information for the selection of products and product development and production of the first chain, reduce the uncertainty of demand, and then reduce inventory and realize the full production and full sales of customized production. It can be said that e-commerce provides a broad application scenario for AI, and at the same time, the big data advantages of e-commerce can provide strong data support for the development and iteration of AI, making e-commerce AI smarter, more intimate and more powerful.
However, it should be noted that in the era of AI e-commerce, data security and privacy protection still deserve great attention. From the perspective of the development logic of AI e-commerce, the integration of AI and e-commerce cannot effectively solve the problem of data security and privacy protection, because AI training requires a large amount of basic data, but to a certain extent, it may lead to the problem of AI applications using privacy data infringement. Therefore, in the field of e-commerce, especially in the process of AI data training based on e-commerce data, service providers should strictly abide by the requirements of national laws and regulations on data security and privacy protection, and should obtain consumers' consent in advance when it comes to the use of personal privacy data.
Looking back at the "Double Eleven" in 2023, during the after-sales process, many netizens met a large number of "digital employees" - that is, AI customer service when consulting after-sales issues on major e-commerce platforms. In fact, the extensive use of digital AI customer service is indeed conducive to e-commerce platform enterprises to reduce customer service costs and improve the connection rate of customer service. Especially for a large number of common problems with mature customer service content, AI customer service can effectively deal with them, and even make users feel that they are talking or talking to AI customer service. However, consumer needs are very different, and how e-commerce platform companies can better identify common problems and personality problems will be very important, which will also directly affect the service experience of customers. In the case that AI customer service is not yet fully mature, customer service experience should be the priority, and AI customer service and human customer service should be used reasonably. So as to achieve not only "worry, effort and money", but also "able to solve practical problems".
From the perspective of industry development, the characteristics of generative AI based on large models are that it can make more accurate content generation based on historical data, and the results generated are closely related to the amount of data and data quality of historical data. The advantage is that you can find a lot of AI application scenarios at the application level. AI has been deeply applied in the field of e-commerce. In the future, AI will ultimately solve the problem of interaction, and improving the experience of e-commerce consumption through more intelligent interaction is the top priority of future development. (Zhongxin Jingwei app).
This article is selected and edited by the Sino-Singapore Jingwei Research Institute, and the works produced by the selection are all rights reserved, and no unit or individual may use it in any other way without written authorization. The views involved in the selected content only represent those of the original author and do not necessarily represent the views of Sino-Singapore Jingwei.
Editor in charge: Sun Qingyang.
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