Businesses are aware that consumers are becoming more selective in the personalized interactions they allow. Combined with the increasingly stringent data privacy requirements, it’s important for you to focus on a relevant and transparent customer experience to stay connected to the target audience.

Artificial intelligence (AI) offers many new opportunities for delivering the ultimate customer experience, while, at the same time, businesses and lawmakers need to handle this responsibly.

We—Accenture Interactive—collaborated with Baker McKenzie in the last Shopping Tomorrow event of the 2019-2020 cycle to explore how AI might help you offer consumers a relevant customer experience. At the same time, how can you remain within the bounds of privacy laws and regulations and consumers’ expectations of these regulations? We presented these results on January 29.


The use of AI in commerce has evolved rapidly over the past six years. AI is being used to carry out increasingly complex tasks that have an increasingly big impact. Both frontrunners and traditional players have taken to using AI to offer customers more relevant content, both online and in brick-and-mortar retail settings.

In the current market, with its rapid advances in technology and constantly changing consumer expectations, the Shopping Tomorrow experts have identified three trends where AI will have an impact on e-commerce:

  • hyper-relevance;
  • instant everything; and
  • automated commerce.

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Listen below to episode 13 of our The New Insiders podcast in which Gene Cornfield, Managing Director and Global Lead, Customer Experience Transformation at Accenture, discusses how we should reimagine sales and (e-)commerce in a post-pandemic era.

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You can read all the details about how these trends impact the use of AI in commerce in our paper: download here.

Three main conclusions about using AI in e-commerce in a compliant manner from the group of experts:

  • Start with your customers. What are their expectations about their customer experience and the role of AI? Use their feedback to identify the pain points in your customer journey.
  • Determine where you can leverage AI and where you would like to be in contact with the customer yourself, based on the customer journey,.
  • Be innovative in your communication with your clients. Communicate clearly about what will happen with your customers’ data and offer them a user-friendly opt-out.

Mehmet Olmez

Managing Director – Accenture Song

Tu Ngo

Senior Manager – Accenture Interactive, Experience Platforms, the Netherlands

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