How AI drives conversational commerce

The increasing need for flexibility and speed is driving the use of chatbots in customer service more and more. According to the latest State of Service survey by the service provider Salesforce, the share of AI solutions used has increased by 88 percent since 2020.

Today’s advanced artificial intelligence is giving new impetus to conversational commerce. Communication and purchasing conclusions occur via messenger, website chats, chatbots, or voice assistants. These enable companies and customers to have a customer journey that is as fast as simple and reliable. Advertisers can respond individually to users or special user groups with personalized communication and provide support exactly where problems or questions arise. But what should marketers consider in their media planning?

To offer users a seamless shopping experience and a good customer experience, it is crucial that the individual needs of the target group are understood and that a direct added value becomes visible. A customized shopping experience – optimized through personalized recommendations and tailored solutions – not only promotes trust and loyalty to the brand but also increases customer satisfaction and, ultimately, sales. Advertisers should therefore consider important data when planning campaigns and select the proper channels for the target group. Chatbot communication should be in a natural and human-like language. For a seamless customer experience, it is essential to provide answers within seconds.

In addition, the new form of conversational commerce offers excellent retargeting potential, thanks to generated first data or through voluntarily provided customer data. With repeated product searches or individual purchase histories, marketers can use the data for targeted retargeting and thus convert existing brand awareness into concrete leads. Creating lookalikes of this interactive target group to find statistical twins on the platforms is also advisable.

Conversational commerce tools should be available on different channels to increase the number of interfaces with customers. Therefore, it is even more important that advertisers take advantage of the different platforms and inventories. For example, on social networks such as TikTok or Snapchat, it is advisable to use chatbots in a more native and entertaining way, while on Meta, advertisers should primarily focus on static assets with a clear call-to-action when using artificial intelligence.