There’s been a tremendous amount of promise from the rise of artificial intelligence. Mainstream use is more towards having a dedicated AI app that they can ask questions and get to mock up some art. However, businesses are battling away behind the scenes to try to milk its power to solve issues and present solutions super fast.
Of course, there’s a whole host of potential applications for AI to streamline processes for online-based businesses. A key way that truly looks to transform the user experience, however, looks to emphasise personalisation to potentially save time searching and scrolling and convert more sales.
The Current State of Play for Websites
A potential utility of AI when embedded in a website would be to generate swift personalisation recommendations. Based on user input, browsing, purchases, time spent in certain sections, and tags clicked on, an AI could review and then showcase to each user a curated collection of things that may interest the user.
One of the main targets for this kind of AI application is large content sites, such as online storefronts and online entertainment platforms. Now, without AI, many of the leading platforms in these categories have done a fine job of organising the options and making navigation quick, easy, and sometimes even enjoyable.
You can look at the huge library of casino games for real money. The landing page has distinct sections of Featured, Trending Games, Live Dealers, 10p Games, Slots, All Time Favourites, and Jackpot King. The games shown are picked by the platform, with more options to see other titles also available.
You could use the scrolling menu bar at the top or the search bar directly to home in on a more specific selection. It looks to be the most efficient way to present such a large collection of options. As for storefronts, you could look at the collections of exercise gear.
Similar to the casino, you’ve got distinct categories in boxes as you scroll, with each showing many different items to click on. New items are put ahead of exclusive items, then you get to the main category panels, the brands showcase, and a Shop By Sport section. The search bar at the top makes for easy navigation.
Creating the Highly Accurate Personalisation Box
Most websites that deal with hundreds or thousands of options will have a ‘Recommended’ section for account holders. It’ll be based on previous purchases that had the same tags as others, for the most part. Applying an AI tool, a platform will likely still need to tag each option accurately, but could now add more tags for the AI to review.
One massive streaming platform is already looking to leverage this and see its AI learn and learn to become even better at recommendations. The machine learning program deployed for the global streaming service aims to become a strong predictive model to enable things like better recommendations to users and tailor ads.
As with all AI models right now, you’ll get out of it what you put in. If a business takes the time to fill up items and options with data, be it simple or more specialised information, the AI running a personalisation box will be able to create far better recommendations. As a result, users will enjoy the experience more and likely find more of what they want to find.
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