How AI Powers Enhanced Shopping Experiences and Drives Monetization

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How AI Powers Enhanced Shopping Experiences and Drives Monetization
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Industry leaders delve into the transformative potential of AI in the retail and fashion sector.

Generative AI’s explosive growth over the past year has spotlighted all of Al and how it can be used byThe session, titled “Retail Disrupted: Unlocking AI Value,” featured RJ Cilley, chief operating officer at Saks; Danielle Schmelkin, chief information officer at J.Crew Group, and Maher Masri, president of the NAX Group with Sonia Lapinksy, partner and managing director of AlixPartners, serving as moderator.Lapinksy began by describing AI as the latest disruption to retail and fashion apparel.

Lapinsky agreed, and said AI is not only helping retailers do more with less, but helping them to do more, better. Cilley also agreed and said the “productivity piece is super important” and noted theSchmelkin said, “But it’s not just the hours that you’re saving. We could not do the same work with humans.” She said AI is helping to enrich the brand’s products and the shopping experience. For example, the company uses AI to level up online search language that will trigger conversions.

Lapinsky then shared results from a consumer survey done by AlixPartners that showed various pain points of online shopping. The results included marketing quality and relevance, promotion quality and relevance, sizing confidence, customer support and finding the right product, among other issues — each of which can be improved with AI.

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