When you think about deploying AI in e-commerce, what comes to mind? Is it fear of job losses or a chance to strengthen your organization? The truth, as we have seen at leading companies, is that Generative AI (Gen AI) is less about replacing people and more about making your business smarter and more efficient. Our research indicates that ignoring Gen AI is no longer an option but a must-have to keep your competitive advantage.
In our recent discussion with Emerce TV, we explored real-world implications of AI in e-commerce, providing insights into the successful adoption of this technology. You can watch the full table talk here !
Before you dive into the video, meet the experts who helped unpack the AI conversation:
Meet our experts
Jerome Hesterman is a digital strategist with a deep understanding of customer experience (CX) and analytics. At BearingPoint, he leads the annual Digital Leaders Study, focusing on how companies can use insights to optimize CX. He brings a wealth of experience from top organizations like Publicis, KPN, and Liberty Global, where he helped drive digital transformation and customer journey optimization.
Tessa Mogezomp, a senior consultant in BearingPoint's Customer & Growth team, specializes in designing strategies that put customers first. Her background in Strategic Management and Business Information Management fuels her passion for helping companies excel in their digital transformation journeys, with a keen eye on improving customer experiences.
Dominique Roos, Lead Customer Success Manager at Freshworks, builds strong relationships with clients by offering tailored solutions that meet their specific needs. Dominique ensures smooth AI integration, helping businesses optimize customer service and implement innovative strategies, all whilst driving customer success.
In the table talk with Emerce TV, some key insights were shared by our experts.
Key insights
Three critical areas where AI is reshaping e-commerce were highlighted, giving us a chance to share some fresh insights from the market:
- Wait-and-see Approach: Not every company is rushing into AI adoption. Our Augmented Organization study, conducted with 700 C-level executives from major European firms, shows that 30% of leaders are cautious with generative AI. They are taking a wait-and-see approach, making sure AI is not only effective but also ethically sound and trustworthy for both customers and employees. Yet, waiting too long could mean falling behind.
- Boosting Efficiency, Not Cutting Jobs: Dominique shared a powerful insight from Freshworks research —customer service agents are already saving an average of four hours a week thanks to AI tools. Rather than threatening jobs, AI is enhancing efficiency, allowing teams to focus on higher-value tasks and improving overall productivity.
- Digital Leaders are Striving Ahead: Digital leading companies are also showing eagerness to tap into the potential Gen AI. According to the Digital Leaders Study, expectations around AI are soaring, and many leading companies are already leveraging it to optimize e-commerce platforms. AI isn't just for the future—it's happening now.
How Digital Leaders are accelerating
When looking at these Digital Leading companies, we can take some valuable lessons. They have taken strategic, measured steps to ensure success. Here’s how they’re doing it:
- Start Small, Scale Big: Instead of attempting to overhaul everything at once, successful companies begin by focusing on high-impact areas. A common starting point is offering 24/7 self-service options to ease the load on customer support teams and improve customer satisfaction.
- Set up Multidisciplinary Teams: To drive AI initiatives, leading companies assemble diverse teams with varied skills, bringing them together in multidisciplinary teams and enabling them to tackle AI projects from different angles and move quickly on impactful use cases.
- Ensure Data Quality: Strong data governance is critical. Leading companies are refining their data practices to support AI by developing knowledge bases that feed large language models (LLMs), enabling faster and safer AI deployment.
How can you start using Generative AI?
We recognize that Generative AI is a lot take in. If you're ready to explore how Gen AI can work for your e-commerce business, we shared three practical steps during the table talk:
- Use our mapping tool: Our framework helps you assess and track which AI use cases will provide the most impact.
- Focus on data readiness: Start by setting up your knowledge bank to support tailored large language models. This allows your AI to learn faster and deliver more accurate results.
- Run A/B Tests: Experiment with small A/B tests in your customer journeys to see where AI can bring the most value to your operations. It's a low-risk way to see fast results.
Want to Learn More?
Don’t wait and start your Gen AI journey to become an augmented organization. These organizations are finding new ways to innovate, improve their customer experience, and stay ahead in the competitive e-commerce landscape.
Could yours be next?
For more insights on how to start your journey, check out our latest research on becoming an Augmented Organization , or dive into the full findings of the Digital Leaders Study.