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~ Spring GDS ~

The acceleration of IT progress and the democratisation of artificial intelligence (AI),
particularly with generative AI, is turning the world upside down. No industry or company
is spared, including e-commerce and logistics. This revolution represents huge opportunities
but also challenges. How to take advantage of AI while avoiding its limitations?

. AI serving retailers instance, airlines and hotel booking platforms dynamically
AI offers retailers unprecedented optimisation of their adjust prices based on demand analysis. With AI, retailers
1strategy and organisation to increase key figures such can predict the impact of price changes and set the optimal
as conversion rate, average basket, recurring purchases, and price point. This enables companies to maximise profits
customer satisfaction. The ultimate goal being, of course, to without driving away price-sensitive customers.
maximise sales. Here are some tasks that can be achieved
with AI. Customer relationship management
Chatbots and virtual assistants providing instant support
Customisation of the offer and user experience by answering questions and guiding shoppers 24/7 have
AI enables adaptation of the user experience by been democratized for several years now. However, with
personalising search results and product sheets. For technology’s progress, AI is now able to analyse customer
example, an online store can display products based on the emotions and feedback to identify potential risks of
user’s search and purchasing habits. It can also customise customer loss. For example, if a company loses a lot of
product pictures and descriptions to increase the chance customers following a specific topic or step in the customer
of conversion. Finally, relevant product recommendations lifecycle, AI can alert retailers so they can focus on the
increase cross-selling opportunities and strengthen customers experiencing similar sensitive/negative situations
customer loyalty. or even prevent them from occurring.

Targeted advertising . AI serving logistics carriers
E-tailers can use AI to identify different targets and From optimising deliveries to predicting demand, AI
personalise promotional offers. Thanks to data analysis, 2brings several improvements and makes supply chains
advertising campaigns are optimised to reach the customers smarter, faster and more cost-efficient.
most likely to be interested. AI automates A/B testing,
continuously analysing conversion rates by adapting the Warehouse automation
message, visuals, time slot, and location across different Warehouse automation can streamline storage, packing,
channels. For example, Google Ads and Facebook Ads sorting, and inventory management by reducing manual
integrate algorithms to adjust ads based on user behaviour. labour and processing the tasks faster. Indeed, intelligent
Some CRM software also offer these functionalities, going systems analyse product dimensions and sales velocity
deeper. Indeed, they can identify high-value customers to determine optimal storage placement, ensuring high-
who are likely to return and spend more over time. This demand items are easily accessible. They can also easily
enables businesses to focus on retaining the most profitable localise the products ordered and assist the workers in
customers. handling them before packing the items with the most
space-efficient packaging, cutting down material waste.
Anticipation of demand and forecast of sales Then, sorting systems can reorganize the products based
AI tools can forecast demand spikes based on historical on their destination to accelerate the dispatching phase.
data and market trends, helping retailers plan their Finally, AI systems enhance stock accuracy and enable real-
promotions effectively. For example, it can predict which time inventory management. For instance, for fulfilment,
products will be in high demand during specific periods, the systems can automatically reorder some products before
allowing retailers to better manage their stocks and prevent stock runs out or, on the contrary, limit entries to avoid
both overstocking and stockouts. It also helps retailers overstocking or compensate for a lack of space.
determine which products are gaining popularity so they
can create or promote trending items before competitors. Loading and truck space optimisation
AI-driven load optimisation ensures that trucks, containers,
Pricing strategy and pallets are packed as efficiently as possible, reducing
There are AI tools continuously scanning competitors’ wasted space and additional trips. By analysing dimensions,
websites and marketplaces to track price fluctuations and weight, and delivery priorities, AI optimises how goods are
adjust retailers’ pricing strategies to remain competitive. loaded, ensuring maximum utilisation of available space
Other solutions can adjust prices in real-time based on and fewer empty trucks on the road. This not only cuts
internal and external demand and customer behaviour. For down on transport costs but also lowers fuel consumption

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