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The annual 618 is coming. As in previous years, topics such as discounts and celebrity live broadcasts have been heated up. The difference is that this year's 618 has stronger technological attributes.
The reason is that AIGC technology has been applied to actual operations by e-commerce platforms in the past six months. "AIGC+ product selection", "virtual warehouse" and "intelligent customer service" have become hot words in the e-commerce industry. More and more e-commerce platforms are trying to use New technologies are used to maximize platform cost reduction and efficiency increase.
Taking advantage of the AIGC technology trend, Taobao Tmall announced the launch of the "AI Ecological Partner Program", opening up seven business scenarios; Baidu launched a new e-commerce business "Baidu Youyou" which focuses on the integration of AI technology; Kuaishou has currently established a large-scale model research and development team; It is worth buying that AIGC has been included in the annual key strategic projects...
Prior to this, leading companies such as JD.com, Ali, and Pinduoduo have applied AI to the construction of new retail, trying to empower all participants and business links in the new retail industry, which may be limited by the level of artificial intelligence technology, " The "AI + new retail" industry as a whole is still in the exploratory stage.
Now AIGC technology will bring more room for imagination to the intelligent reform of the e-commerce industry. It is expected to help optimize product selection decision-making, intelligent customer service work, and intelligent advertisement delivery. Super intelligent upgrades will boost the overall value of the e-commerce platform. increase.
AIGC makes product selection more "resourceful"
When opening an online store, the first consideration is often what to sell to make money? Explain that selection is important.
For merchants, the quality and category of selected products are closely related to sales performance. Unsuitable selected products are not attractive to users, and sales will naturally not increase. On the contrary, scarce hot products can attract more consumers, increase sales and increase profits. For e-commerce platforms, the product selection of self-operated products and third-party merchants also affects sales and is related to consumer shopping experience and platform reputation.
In the highly competitive e-commerce market, the ability to select products determines the fate of the platform, and relying on AIGC technology and tools, the product selection ability of e-commerce platforms is expected to be strengthened.
For example, Shulex VOC (the first cross-border e-commerce ChatGPT plug-in), through the Shulex plug-in, you can gain insights into product dynamics, obtain ChatGPT’s optimization suggestions for product descriptions, and ChatGPT’s intelligent analysis of products, product advantages and disadvantages, customer portrait analysis, Consumer expectations, etc., help the platform provide scientific basis for product selection.
On the one hand, differentiated product selection avoids price wars. "Know yourself and know the enemy, and you can win a hundred battles." The routine product selection work requires research and analysis of data such as industry conditions, competitor status, and user needs. AIGC has strong data analysis capabilities, which can provide references or intelligent product selection solutions for platforms and merchants. , so that the platform can efficiently create a differentiated product matrix and avoid falling into price wars.
On the other hand, gain insight into user needs and incubate explosive models. In the new retail era, hot products mean high sales and high exposure, and those who win the hot products win the world. AIGC can analyze and mine consumer portraits, positive reviews, negative reviews, purchase motivation and other data to find valuable Information and trends, quickly and accurately screen out products with explosive potential.
It has to be said that thanks to the help of AIGC, the ability of merchants and platforms to create a surge in explosive sales has been enhanced. As platforms such as Alibaba, JD.com, and Pinduoduo may continue to follow up with related technologies and services to help merchants identify explosive products and adjust operating strategies, the application scenarios of AIGC technology in the e-commerce field will become more extensive.
AIGC Accelerates Arrival of Virtual Shopping
With the development and application of the new generation of information technology and the upgrading of consumption, immersive shopping experience has become a new direction for the development of e-commerce scenarios. goods, AR shopping guide, virtual try-on, virtual anchor and other new models and new formats.
In fact, virtual shopping is not a new thing. As early as many years ago, leading e-commerce platforms at home and abroad began to deploy virtual shopping. For example: Ali’s VR shopping product “Buy+”, 3D model rooms, metaverse e-commerce, and virtual blocks are all footprints in the field of virtual shopping.
E-commerce platforms represented by Ali are exploring the "landing point" of virtual shopping (metaverse shopping), and consumers' recognition is slowly increasing. According to the survey data from the Heart of the Metaverse, consumers spend an average of more than 14 minutes immersed in the 3D virtual shopping experience, while the average time spent on static 2D e-commerce websites is less than 2 minutes.
The arrival of the AIGC technology wave provides new technical support for the construction of 3D models, virtual anchors and even virtual warehouses, which may further optimize the virtual shopping experience and accelerate the popularization of virtual shopping.
First, technology giants are actively exploring the field of AIGC 3D generation, trying to shorten the research and development cycle of 3D models (virtual goods), reduce research and development costs, and output high-quality virtual goods to enhance the virtual shopping experience.
Virtual goods are an important part of the virtual shopping scene. With the support of AIGC technology, merchants can automatically produce 3D geometric models of goods by inputting text, allowing users to freely "see, try, wear, and wear" virtual goods. It is understood that in March, Nvidia announced that it has cooperated with the design tool Shutterstock to train the "text generation 3D" model. This cooperation will greatly shorten the cycle from creation to release of beautifully textured and structured 3D models.
Second, AIGC empowers virtual anchors (virtual shopping guides), enhances virtual anchors’ interaction and self-learning abilities, and enhances their shopping guide capabilities. Virtual anchors have been widely used on many e-commerce platforms such as Douyin, Kuaishou, and Taobao. However, with the concentrated outbreak of virtual anchors, problems such as serious anthropomorphic traces, poor user experience, and high design and operating costs of virtual anchors have been exposed one by one.
AIGC technology provides solutions for the large-scale mass production of ultra-intelligent virtual anchors. Taking JD Yanxi's virtual anchor as an example, the AIGC technology has installed a "brain" for Yanxi, making it more intelligent and intelligent, and has a variety of images to meet the needs of live broadcasting in different scenarios, providing users with high-quality , Personalized service, reducing image design and operating costs.
At the JD.com 6.18 Merchant Conference in 2023, JD.com officially stated that the "Yanxi Virtual Anchor" product can help merchants to reduce costs by as much as 95% and increase average sales by more than 30%.
At the same time, e-commerce platforms, technology companies, and Internet companies have also begun to try to apply AIGC technology to the construction of virtual stores, virtual spaces, virtual plazas and other fields. For example: Cloud Design Software Platform Group Core Technology announced at the 2023 product launch conference the establishment of the first AIGC laboratory in the field of full-space design to explore AIGC scenario applications in the field of full-space.
AIGC technology will bring many innovations and breakthroughs to virtual shopping. Its in-depth application will promote the scale of virtual shopping. At the same time, consumers can choose from offline, online and virtual shopping channels, and shopping will become safer and more interesting. .
AIGC "reduces the burden" for e-commerce marketing
Compared with AIGC product selection and virtual shopping, AIGC technology is more widely and maturely applied in the field of marketing (network marketing, brand promotion, product introduction), and has become an important tool for e-commerce digital marketing.
As the domestic e-commerce market tends to be saturated and the growth rate is slowing down significantly, many merchants are trying to increase their marketing efforts to ensure that the e-commerce platform can normally acquire and retain customers. "What's Worth Buying", which once focused on shopping guide services, then adjusted its business layout, focusing on investing in the three major business segments of consumer content, marketing services and consumer data.
Like many marketing service platforms, Worth Buying is mainly based on the content model and user ecology to help brand marketing. This also requires that it is worth buying to output a large amount of product introduction content, event content, and promotion content in a short period of time, which is a test of the platform's content productivity and user operation capabilities.
In this context, shopping guide e-commerce platforms such as Worth Buying and Fanli Technology have found new ways to explore the application mode of AIGC technology in the shopping guide industry. It is reported that Worthbuy plans to launch a new AI consumption decision assistant product, Fanli Technology also has an e-commerce shopping guide app "Ruyi" based on ChatGPT technology, which is currently in the internal testing and functional iteration stage.
First of all, use AIGC technology to generate content to reduce the pressure on e-commerce platforms to produce content. E-commerce platforms can use AIGC tools to automatically generate various types and forms of content, such as articles, videos, audios, pictures, etc., to reduce content costs, improve content production efficiency, and increase content diversity.
Secondly, use AIGC technology to continuously optimize the recommendation algorithm, improve user experience and conversion rate, and reduce unnecessary advertising expenses. In the digital age, intelligent recommendation algorithms are the key to refined operations. E-commerce platforms can use AIGC to quickly understand user needs, accurately reach potential users, and improve the efficiency and effectiveness of brand communication.
In addition, based on AIGC technology, explore new marketing scenarios, new models, and new formats, and upgrade and create new marketing services.
With the passage of time, the Generation Z group has become the main force of e-commerce consumption. How to seize the minds of the Generation Z group through marketing is a common issue for e-commerce platforms. Using AIGC technology to innovate marketing methods may attract the attention of Generation Z, for example: "AIGC+ Digital Human", "AIGC+Creative Advertising", "AIGC+Offline Theme Activities"...
In short, the e-commerce market is becoming saturated. E-commerce marketing is very necessary. E-commerce marketing service providers represented by Worth Buying are actively exploring the application of AIGC technology in data insight, content production, and intelligent distribution, which may push e-commerce marketing into a new era. era.
AIGC makes e-commerce after-sales "worry-free"
AIGC's "innovative power" in the field of e-commerce after-sales service is also worth considering.
For e-commerce merchants, high-quality after-sales service is the key factor to improve customer satisfaction. Good after-sales service will translate into a good reputation and help increase the repurchase rate. For e-commerce platforms, market models, channels, and products are all homogeneous. High-quality after-sales service is the highlight of the platform and the embodiment of the company's strong comprehensive strength.
There is no doubt that after-sales service is an important part of the e-commerce platform that cannot be ignored. Under the wave of "AIGC + e-commerce", it is an inevitable and mainstream trend to use AIGC to upgrade the traditional customer service system and empower merchants to manage customers.
On the one hand, AIGC optimizes the functions of the customer service system, improves the human-computer interaction experience of intelligent customer service, and improves the efficiency and level of after-sales service. The traditional customer service system requires manual intervention, the operation is cumbersome, and the response speed is slow. The conventional intelligent customer service system saves manpower, but the level of intelligence needs to be improved.
Relying on core technologies such as AIGC's ability to upgrade customer service system functions, voice recognition technology of intelligent customer service robots, natural language processing technology, and machine learning technology, customer response efficiency and service quality of intelligent customer service robots will be improved.
On the other hand, AIGC can collect, organize and analyze users' personal data to help merchants achieve precise customer management. With the improvement of people's requirements for after-sales service, the importance of standardization and intelligence of customer management has become increasingly prominent. AIGC technology will become an indispensable force for the intelligent upgrade of merchant customer management systems.
To sum up, new retail players such as Baidu, Ali, JD.com and Worth Buying are going farther and farther in exploring AIGC’s transformation of key links in e-commerce product selection, landscaping, marketing, and services, and the scope of AIGC’s application is increasing. It has become a necessary choice for e-commerce platforms to seek new growth, and the "AIGC-style" evolution of e-commerce will also set off a new round of digital intelligence revolution.