AI for ecommerce is profoundly transforming the sector, both in the predictive and generative fields, redefining the very concept of e-commerce.
According to the research “AI Commerce: the frontiers of e-commerce with artificial intelligence” by Casaleggio Associati, the large online commerce groups are focusing their investments on two main fronts: on the one hand, expansion through the acquisition of competitors or complementary companies; on the other, the development of technologies based on Artificial Intelligence, destined to radically transform the current e-commerce model.
60% of the operators interviewed in the Casaleggio Associati research will focus new investments in AI technologies for e-commerce.
IMPACT OF AI FOR ecommerce
The impact of AI for e-commerce will be twofold: in the short term, it will increase the operational efficiency of companies, improving productivity even by double digits; in the long term, it will revolutionize the interaction with consumers, introducing voice interfaces and intelligent devices capable of making choices, comparisons and purchases autonomously on behalf of users.
AI for e-commerce is revolutionizing the e-commerce business model, initially by accelerating business processes and, shortly, by redefining the balance in the distribution chain. The message is clear: those who are able to best manage AI interfaces with customers will have a central role in the market.
According to Italian companies in the sector, the impact of AI is already significant for 32%, while 28% expect significant changes within a year and 26% within three years. However, 31% of companies have not yet actively adopted AI-based technologies.
Among companies that have already implemented AI, 24% use it for content and image creation, 16% for data analysis and forecasting, 14% for advertising campaign automation, and 13% for other operational processes. Additionally, 13% use AI in customer care management, 10% in customer experience personalization, and 9% in new product design.
AI for ecommerce to support customers
AI for ecommerce is revolutionizing customer care in the e-commerce sector, offering continuous support to customers, both before and after purchase. Chatbots, active 24/7, provide product information, assist with checkout and simplify the management of orders, returns and refunds, allowing customer service teams to focus on more complex tasks.
A concrete example of the impact of AI for ecommerce in supporting customer service comes from Amazon, with the chatbot “Rufus” launched in 2024. This virtual assistant analyzes the Amazon catalog and product information on the web to answer users’ questions. Rufus is able to compare items, offer contextualized advice and suggest new brands directly on the Amazon app.
Already in September 2023, Amazon had introduced generative AI to support sellers in writing product descriptions, demonstrating how AI not only influences consumer choices, but also the tools available to brands and merchants to improve the shopping experience.
Other examples include Zalando, which in 2023 introduced a fashion assistant based on ChatGPT to improve navigation and customer support, and JD.com, which launched “ChatJD,” an advanced language model for businesses to use for tasks such as content creation and customer sentiment analysis.
In addition to customer service, AI optimizes inventory management, predicting demand and reducing out-of-stocks, with benefits in terms of costs and customer satisfaction. In the payments sector, it helps prevent online fraud, detecting anomalies in purchasing behavior and reducing losses, which in 2023 reached $38 billion globally.
Areas of application of AI for ecommerce
The areas of application of AI for ecommerce are many. According to Casaleggio research, globally, almost 60% of brands have used AI to generate product recommendations, while over 50% have developed shopping assistants, virtual models for product sheets or personalized bundles. In the United States, this percentage rises to 71%, highlighting a growing use of AI to offer increasingly tailored shopping experiences.
MARKET ANALYSIS
AI enables advanced customer segmentation based on demographic, behavioral, and psychometric data. It supports sales forecasting with predictive models, anticipates purchasing behavior, and analyzes competitors to identify market opportunities.
PRODUCT ENHANCEMENT
Automated content generation simplifies the creation of product descriptions and images. Pages dynamically personalize based on user interests, while intelligent pricing adjusts prices in real time. Plus, review summaries help customers make quick, informed decisions.
customer experience personalization
AI assistants for ecommerce handle requests and support users with personalized recommendations. AI analyzes customer sentiment, automates review and feedback management, improving the experience and reputation of the brand.
OFFER DEVELOPMENT
Artificial intelligence supports the creation of new products by analyzing consumer preferences and market trends. It also enables large-scale personalization, adapting products to individual needs.
Marketing ai for ecommerce
Marketing automation tools optimize campaigns and strategies, SEO is boosted with predictive analytics and dynamic recommendations, while AI improves advertising with advanced targeting and automatically generated creative.
customer interface
Conversational AI acts as a virtual personal shopper, making product research and navigation easier. Automatic translations break down language barriers, while the customer journey is optimized to offer seamless and intuitive experiences.
Operations
AI optimizes inventory management with accurate demand forecasts, detects fraud attempts to protect payments, and contributes to logistics efficiency, improving delivery times and operating costs.
WHICH SOLUTION AI per ecommerce TO USE?
Since 2022, the AI-based virtual assistant market has seen exponential growth, with the entry of numerous competitors that have expanded and diversified the available offerings. ChatGPT by OpenAI, launched in 2022, has maintained a prominent position, reaching over 400 million weekly active users by 2025.
However, the competitive landscape has intensified with the emergence of several significant rivals such as Gemini by Google, Claude by Anthropic, Grok by xAI, DeepSeek, Meta AI.
In the virtual assistant landscape, some are more suitable for e-commerce than others, thanks to their recommendation, personalization and integration capabilities with sales platforms.
Using an AI agent building platform to create an e-commerce AI assistant can be a strategic choice, especially to offer a highly personalized experience and directly control the interaction with customers.
Here are some of the main benefits:
- Full customization – You can shape the assistant based on your products, brand tone of voice and marketing goals.
- Independence from big players – You do not depend on assistants like ChatGPT, Gemini or Meta AI, which may prioritize other products or brands in their suggestions.
- Integration with your ecosystem – You can connect it directly to CRM, payment systems, product catalogs and ecommerce platforms like Shopify or Magento.
- Control over data – You directly manage your customer data, preventing it from being shared with external platforms.
- Omnichannel experience – You can implement it on your website, app, social media and chatbots to ensure a seamless customer journey.
In conclusion
In the short term, AI could redefine the balance of power in e-commerce: just as marketplaces have centralized the relationship with the customer, virtual assistants could become the main point of contact for purchases, reducing retailers’ control over the purchasing experience.
In this scenario, being unprepared would mean giving ground to competitors and large technological players, who are already integrating these solutions to intercept and guide consumers’ purchasing decisions. For e-commerce companies, it is therefore essential to anticipate the change, adopting AI-based strategies to maintain direct contact with customers and guarantee a personalized and competitive purchasing experience.
