Shopify, Instacart, Mercari, Carrefour, and Kering have all launched chatbots in the last year. Walmart, Mastercard, and Signet Jewelers are also testing chatbots.
Carl Rivera, a vice president at Shopify, explained that the Shop A.I. chatbot breaks down customer questions and suggests relevant products based on reviews and purchase history.
While chatbots have been used in retail for some time, the newest versions are capable of more personalized and authentic interactions, according to Jen Jones, the chief marketing officer of Commercetools.
However, the question remains whether consumers want this technology. Olivier Toubia, a marketing professor at Columbia Business School, pointed out that consumers prefer simplicity and may not want multiple generative A.I. tools for different purposes.
Nicola Conway, a lawyer in London, tried Kering’s Madeline chatbot to find a pink bridesmaid dress, but only received one recommendation, which she did not end up purchasing.