A Letter From SureDone’s Founder and CEO
Rooted in machine learning, AI-driven initiatives have enabled those who invest to automate manual processes, personalize types of communication at scale, and invest in new initiatives offset by automation and greater success through personalization. These mechanisms are both beneficial to the retailers as well as the day to day consumers. Operations teams can be better optimized for customer care and marketing while humans can make quicker and more informed decisions.
As AI evolves, the next generation will also benefit from leveraging these resources. This pattern has been seen before by companies that took advantage of the first iteration of the internet. The first generations online were able to profit from search results being scarce and few products available. The benefits for the first to leverage AI will include freeing up resources, executing better marketing strategies and customer service, and cleaning up labor-intensive processes like data processing, data management, data gathering, picture taking, and more.
However, there are always challenges or limits within a company making them unable to realize the value of AI. Currently, processes involve having to assign resources and fiscal responsibilities prior to implementation. It’s not until the actual end result that AI will be leveraged within their current workloads. Shifting company investments can be shocking or result in pushback from departments when employees realize their work is no longer relevant due to machines. Once companies see the benefit of AI, they can bring value to both the business and consumer through a new structure.
For those ready to tackle AI in their retail organization, it’s important to know how to use the technology responsibly and communicate the information correctly to ensure that you’re not only targeting stakeholders effectively yet also providing a good user experience while iterating on machine learning. Part of this includes working with the right AI provider.
Let’s take a look at an example of a shoe manufacturer looking to launch their online marketplace strategy with eBay, Amazon and Walmart. While the corporate mandate may communicate this, it is not what is informed on the manufacturing floor.
Currently there are steps the shoe manufacturer may take to get their products online:
- Design and manufacture the product
- Describe the product on a line sheet and take product photos
- Re-describe the product in a marketable way for catalogs and marketing materials
- Re-process the data and catalog into attributes that granularly define the product
- Assign product categories and format for specific destinations
- Further optimize product titles and description to convert online
- Submit to the destination(s)
- Repeat steps 5-7 until desired results are achieved
By leveraging the right AI and partner, the shoe manufacturer would be able to skip steps 3-8 above to greatly reducing mistakes and expensive human resource while increasing sales velocity and improving overall brand recognition for products.
SureDone is specifically is working to refine this process through our own AI offering. Based on our Multichannel E-Commerce platform and access to resources, we can look at hundreds of millions of existing products and sales to identify, assign, attribute, and provide a taxonomy to products. (This is done based attributes such as product photos, descriptions, and other identifiers). This offering combined with our existing plumbing to channels aims to automate optimized listing to destinations so users may divert resources to focus on the quality products their business may be known for.
It’s time to also start shifting your model towards AI. How are you going to dive in?