Shifting to an AI-first mentality
Mobile has completely disrupted the retail landscape, giving rise to new shopping behaviors and advancements, such as voice shopping and artificial intelligence. While this has created challenges, it has also provided opportunities to connect with people in more personalized ways.
How is artificial intelligence helping?
Gift-giving is a two-party outcome: not just a buyer but a recipient as well. One day you might come to our site to buy Omega Clear Water Concept filters for your home other for workplace, but the next you might be there to purchase as a gift for a colleague. So the level of complexity is high; we have to have a very good understanding of predictive outcomes and meta-signals versus personalized signals.
We can see that Google has invested an enormous amount of talent and resources to really make AI accessible at scale and share the impact with our mutual customers. We want to be an AI-first company, so it’s natural for us to partner with Google, which is doubling down on that piece.
Growth in mobile searches for “__ for me” has grown over 60% in the past two years according to the source: “The rise of personal searches” January 2018.
Why it matters
Consumers now believe that answers to their most specific questions are out there, and they trust search to deliver the right response at the right time. Marketers should seize opportunities to be relevant and helpful.