As technology advances, savvy businesses are continually exploring innovative ways to improve their operations and enhance the customer experience. One such technology that is making waves in the world of e-commerce is generative AI.

Generative AI, also known as deep learning, is a form of artificial intelligence that uses complex algorithms to generate new data or content. One such example of this that you’ll have no doubt heard about is ChatGPT.

In the context of e-commerce, generative AI can be used to enhance everything from product recommendations to customer service and we’ve seen that a little with ChatGPT using OpenAI plugins from major e-commerce brands like Expedia and Shopify.

In this article, we will explore the uses and benefits of generative AI for an e-commerce business.


Product Recommendations

Product recommendations are a crucial component of e-commerce, as they can significantly impact customer satisfaction and sales.

Traditional product recommendation systems use collaborative filtering to suggest items based on a customer’s purchase history or browsing behaviour. However, generative AI takes this a step further by generating new product recommendations based on a customer’s preferences and previous purchases.

In a previous article, we highlighted the importance of personalisation to the customer experience and included a download chocked full of handy stats.

Generative AI can analyse vast amounts of data, including customer browsing and purchasing history, to identify patterns and generate personalized product recommendations.

This technology can also factor in other variables, such as customer demographics, geographic location, and even weather patterns to provide highly targeted recommendations. This results in an enhanced customer experience, as customers are more likely to find products that align with their tastes and preferences.


Customer Service

Customer service is another critical aspect of e-commerce that can benefit greatly from generative AI. Chatbots powered by generative AI can provide customers with instant assistance, 24/7, without the need for human intervention.

These chatbots can respond to customer inquiries, provide product information, and even assist with the checkout process. By leveraging generative AI, e-commerce businesses can improve response times, reduce customer wait times, and ultimately enhance the customer experience.

One of the main benefits of using chatbots powered by generative AI is that they can handle a large volume of customer inquiries simultaneously. This is especially useful during peak shopping seasons, such as Black Friday and Cyber Monday, when customer inquiries can overwhelm customer service teams.

By leveraging chatbots powered by generative AI, e-commerce businesses can reduce the workload on their customer service teams, freeing them up to focus on more complex customer inquiries.

And this is an important point. When it comes to using AI, it should never be seen as a replacement for your customer service offering, it is there to increase efficiency and make it easier for your representatives to offer exceptional experiences, every time.


Visual Search

Visual search is an emerging technology that uses artificial intelligence to analyse images and identify objects within them. This technology has the potential to revolutionise e-commerce, as it allows customers to search for products using images instead of text. This can be particularly useful for customers who are unable to find the right words to describe what they are looking for.

This is a growing trend that works hand in hand with mobile commerce experiences. With people always having cameras with them now, the ability to snap a picture and throw it into a search is easier than ever.

In a previous webinar, Lucy, a UX designer talked about the rise of mobile design and looked at visual search. You’ll find the clip below and can jump to 10:30 in the timeline for the section on visual search.


Generative AI can enhance visual search by providing more accurate and relevant results. By analysing image data, generative AI can identify patterns and similarities in product images, providing customers with more accurate search results.

This can improve the customer experience by allowing customers to find products more easily, resulting in increased sales and customer satisfaction.


Supply Chain Optimisation

Generative AI can also be used to optimise supply chain operations for e-commerce businesses. By analysing historical data on product demand, shipping times, and inventory levels, generative AI can predict future demand and optimise inventory levels.

This can reduce the risk of overstocking or understocking, leading to improved product availability and customer satisfaction.

In addition, generative AI can analyse shipping data to identify bottlenecks in the supply chain and optimise shipping routes. This can reduce shipping times and costs, resulting in faster delivery times and reduced shipping costs for customers.

By leveraging generative AI to optimise supply chain operations, e-commerce businesses can improve efficiency, reduce costs, and enhance the overall customer experience.


Fraud Detection

Fraud detection is another area where generative AI can benefit e-commerce businesses. By analysing large volumes of data, including transaction data and customer behaviour, generative AI can detect fraudulent activity and alert e-commerce businesses to potential risks.

This can help e-commerce businesses to prevent fraud and protect their customers’ financial information. It works by detecting fraudulent activity by analysing patterns in customer behaviour, such as unusual purchase patterns or IP addresses.

Identifying these patterns means generative AI can alert e-commerce businesses to potential fraud and allow them to take action to prevent it.


Benefits of Generative AI for E-commerce Businesses

The benefits of generative AI for e-commerce businesses are numerous. By leveraging this technology, e-commerce businesses can:

  1. Improve the customer experience: Generative AI can provide personalised product recommendations, faster customer service, and more accurate search results, leading to increased customer satisfaction.
  2. Increase efficiency: By automating processes such as customer service and supply chain optimisation, e-commerce businesses can reduce costs and improve efficiency.
  3. Prevent fraud: Generative AI can detect fraudulent activity and alert e-commerce businesses to potential risks, protecting both the business and its customers.
  4. Increase sales: By providing personalised product recommendations and more accurate search results, e-commerce businesses can increase sales and revenue.
  5. Stay ahead of the competition: As generative AI becomes more widely adopted in the e-commerce industry, businesses that do not leverage this technology may fall behind their competitors.



Generative AI has the potential to revolutionise the e-commerce industry, providing businesses with the tools they need to improve the customer experience, increase efficiency, prevent fraud, and increase sales.

As this technology continues to evolve, e-commerce businesses that adopt generative AI are likely to gain a competitive advantage over those that do not. By leveraging generative AI, e-commerce businesses can stay ahead of the curve and meet the evolving needs of their customers.