As more and more Indians shop online, one of the toughest challenges is to cater to individual needs in the diverse cultural demographic. Amazon plans to break through this challenge using technology, leveraging Artificial Intelligence (AI) and Machine Learning (ML) in newer ways to improve the customer as well as the seller experience.
Here are seven ways Amazon is leveraging AI and ML to revolutionize the Indian ecommerce experience:
1. Tailoring experiences with personalised intelligence
Newcomers can find navigating online platforms daunting. Amazon leverages ML to personalise the user journey, making more intuitive. The ML models analyse user session details - such as browsing patterns and search queries – to predict customer proficiency levels. This “proficiency signal” then guides the interface, offering onboarding tutorials and language options for less experienced users, while showcasing personalised recommendations and advanced features for seasoned shoppers.
2. AI-generated product videos
India is a video-loving market, so Amazon uses AI to generate visually compelling product videos for sellers. AI-powered tools extract information from product pages and transform them into dynamic videos, complete with voice scripts and human presenters. This innovative approach saves sellers time and resources, while creating effective marketing tools to engage customers and boost product discovery.
3. Bridging the gap in search
An important learning for Amazon is how customers search products in India, often reflecting the linguistic diversity as people use words in various Indian languages to search for their needs. Amazon has incorporated many regional terms into its search algorithms and further added in specific preferences. For instance, a “saree” search in Gujarat will surface Bandhani varieties, while in Karnataka, Mysore silks take centerstage. This regionalisation ensures relevant results even when using the same keyword, bridging the cultural gap and making product discovery easier for customers.
4. Developing a keen eye with computer vision
The quality of fresh produce is a key parameter for customer repeat purchases and so Amazon has an innovative “shelf monitoring solution” with computer vision models, where Wi-Fi-enabled cameras scan fruits and vegetables to identify visual defects like cuts, cracks, and pressure damage. This data triggers alerts for store operators (sellers), ensuring only the freshest produce reaches customers. This initiative reduces food waste, improves customer satisfaction, and boosts sales for sellers, offering a win-win scenario for all stakeholders.
5. Shopping in your language of choice
Amazon’s regional language shopping experience, launched with Hindi in 2018, and now includes eight Indian languages, allowing people to shop in the language they are most comfortable in. This experience joins advanced ML technologies with support from linguists to develop a comprehensive and immersive experience in each language, scaling seamlessly across regions and making online shopping on Amazon more inclusive.
6. Empowering sellers via a digital assistant
Because many small businesses new to online selling find it intimidating, Amazon introduced Amazon सह-AI, a first-of-its-kind generative AI personal assistant. This digital companion simplifies tasks like registration, listing, and advertising, empowering entrepreneurs and enabling wider e-commerce adoption. सह-AI also helps predict product demand, assisting sellers in making informed decisions and helping them meet customer needs more effectively. Additionally, ML techniques weed out inaccurate listings and maintain accurate product information to uphold customer trust. It also helps the sellers to optimise sales by identifying relevant products for specific events like Valentine’s Day, Mother’s Day or festivals like Holi, Christmas, Eid, etc. ensuring sellers are able to capitalise on seasonal trends and customer preferences.
7. Optimising logistics with AI
Amazon logistics network integrates AI and ML into its entire network, from product search to final delivery. Amazon logistics teams use AI to ensure faster deliveries by validating customer addresses, suggesting corrections and selecting the most cost-effective packaging for each order, minimising waste & environmental impact.
