Like a skilled Avant-garde con artist, Artificial intelligence directs buying experience based on data collection and math equations in laymen’s term e-commerce personalization. Or at least that’s how it feels when being engaged by ads based on perceived interests. One click here brings an advertisement from there, this personalization may be okay for some but raises an eyebrow to the possibilities of data-driven communication and even more so e-commerce.
The push to use Artificial Intelligence in the e-commerce arena has been a concept that has grown in popularity. There are a number of people relying on this form of marketing, capitalizing on Facebook algorithms and search engine optimization to direct products to interested consumers. However, the problem with this marketing isn’t in the idea of direct marketing at all. It’s in the use of the data that Artificial Intelligence gathers based on buying patterns and demographics.
How intrusive is it that there is something that knows when and how to respond to you based on interests, personal relationships, and time. This invasion of privacy can and does feel intimidating, as there seems to be Big Brother watching your every move and suggesting through e-commerce personalization when and how to shop, the store that never closes.
The Mask of Inferiority
Artificial Intelligence relies on compounding data and therefore builds autonomously a log of information. The idea that we as consumers provide through purchases and patterns information that give access to our vulnerabilities only hides the fact that we undoubtedly are becoming inferior as a human race.
Personalization of the e-commerce experience may be detrimental to the consumer in the long run but It’s a great help to the world of business today. Matter of fact according to Forbes in 2035 the e-commerce industry will grow to about 60% contributing to 14 trillion in revenue. This suggests that the experience of the modern consumer compares very little to the experience of business owners. The use of Artificial Intelligence will permeate the industry of e-commerce through marketing, sales, customer service and many other factors that increase profitability and disconnect the consumer from the experience of shopping through emersion.