Artificial Intelligence (AI) is no longer a distant technological concept or a temporary trend. According to the annual Future of Commerce Report by Shopify, 41% of retail businesses are actively integrating AI into their core systems to optimize operations in 2024. Businesses are no longer asking, “Should we use AI?”, but rather, “How can we convert this technology into tangible profit?”. 

In this article, SECOMM will deeply analyze the role of AI through practical data, detailing Strategies for Applying AI in eCommerce to Enhance Operational Efficiency and Sales

1. GenerativeAI: The Revolution in Content Production 

One of the biggest challenges for retail and manufacturing businesses is managing thousands, or even tens of thousands, of SKUs (Stock Keeping Units). Manually writing descriptions for each product is not only costly in terms of human resources but also lengthens the time it takes to bring a product to market. 

Practical Data: 

• According to a survey from the HubSpot State of AI Report, marketing professionals using AI save an average of 2.5 hours per day on repetitive tasks. 
• 63% of marketers predict that the majority of commercial content in the near future will be supported by Generative AI to ensure consistency and production speed. 

Proposed Solutions: 

• Automated Product Descriptions: Based on raw technical specifications, AI can write engaging, SEO-friendly product descriptions that are consistent with the brand’s voice in seconds. 
• Translation and Localization: For Cross-border eCommerce businesses, AI supports translation and content adjustment to suit the culture of each target market, helping to scale international business quickly. 
• Visual Content Creation: Modern AI tools can generate product images in various contexts (lifestyle images) without the need for costly physical photoshoots. 

Suggested AI Tools: 

• Content Writing (Text): Jasper AI, Copy.ai (Specialized for Marketing/Blog), or integrating the API of OpenAI (ChatGPT-4) directly into CMS/PIM. 
• Images & Videos (Visuals): Midjourney, Adobe Firefly (For generating copyrighted product images), Synthesia (For creating product introduction videos using AI avatars). 
• Translation (Localization): DeepL or Weglot (Specialized, deep, multi-language automatic translation for websites). 

2. Large-Scale Customer Experience Personalization

Customers today don’t just buy products; they buy a “validated and understood experience”. Displaying generic content is increasingly becoming the main reason for high bounce rates. 

Practical Data: 

• A deep-dive report by McKinsey on Personalization indicates that companies that excel at personalization can increase revenue by up to 40%. 
• According to Salesforce, 65% of customers expect companies to adapt to their needs immediately. 

Proposed Solutions: 

• Smart Recommendations: Instead of general suggestions, AI analyzes browsing history, purchase behavior, and real time context to provide “Hyper-personalized” recommendations, increasing the conversion rate (CR) and average order value (AOV). 
• Semantic Search: Improves internal search engines (Site Search) to understand the user’s intent rather than just matching exact keywords. For example: When a customer searches for “dark running shoes for men,” AI will understand and return accurate results even if the product description does not contain that exact phrase. 
• Virtual Shopping Assistants: Next-generation AI integrated chatbots are capable of consulting like a real salesperson, resolving queries, and supporting the checkout process 24/7. 

Suggested AI Tools: 

• Search & Merchandising: Algolia, Klevu (Noted for AI Search & NLP), Nosto (Specializes in eCommerce experience personalization). 
• Customer Care (Chatbot): Chattive, Gorgias (Deeply integrated with Shopify/Magento), Intercom Fin (AI Chatbot for automated issue resolution), Tidio. 
• Email Marketing: Klaviyo (Uses AI to predict optimal email sending time – Smart Sending Time, and segmenting abandoning customers – Churn prediction). 

3. Optimizing Product Data Management (PIM & Data Quality) 

This is the “submerged part of the iceberg” that is less often mentioned but determines the success of the eCommerce system. Messy product data lacking attributes will cause the AI tools mentioned above to perform poorly or yield incorrect results. 

Practical Data: 

• A study from Inriver also emphasized that data quality (PIM) is a prerequisite for AI deployment. 
• According to Salsify, 54% of consumers will not buy if product information is inaccurate or incomplete, and 71% of users will return items if the received goods do not match the description. 

Proposed Solutions: 

• Automated Data Enrichment: AI can scan product images to automatically fill in missing attributes (such as color, material, style) into the PIM (Product Information Management) system, saving thousands of data entry hours. 
• Data Quality Control: AI detects incorrect, duplicate, or inconsistent information across sales channels, ensuring data is always “clean” and accurate. 
• Category Classification: Automatically sorts products into the correct categories on the website based on technical characteristics. 

Suggested AI Tools: 

• Product Information Management (PIM): Inriver, Akeneo, Salsify (Leading global PIM platforms with built-in AI modules for data enrichment). 
• Process Automation: Zapier or Make.com (Connecting data between applications using AI logic). 

4. Challenges and Notes on AI Deployment 

Although the benefits are immense, AI deployment is not a “magic spell” without the right strategy. 

• “Garbage in, Garbage out” Principle: AI is only smart when your input data is accurate. Businesses need to build a standardized data foundation (like PIM, ERP, CRM) before expecting AI to deliver results. 
• The Human Factor: AI is a support tool, not a complete replacement for humans. Strategic supervision by specialized teams is needed to ensure ethical integrity, accuracy, and alignment with brand values. 
• Security: Ensure compliance with customer data privacy regulations when using third-party AI tools. 

Conclusion 

The application of AI in eCommerce is no longer a fleeting trend, but a strategic lever for businesses to break through in a fiercely competitive landscape. From content automation to customer experience optimization, AI helps businesses achieve more with fewer resources. However, this journey requires a solid technology foundation and a long-term strategic mindset. 

Is your business ready for the AI eCommerce era? 

Contact SECOMM today for a consultation on your digital transformation roadmap, building a robust eCommerce system, and integrating the latest technology solutions. 

Should Small and Medium-sized Enterprises (SMEs) invest in AI, or is it only for large corporations?

Is integrating AI into existing eCommerce systems (like Magento, Shopify) complicated?

The level of complexity depends on your goals. If you are just installing a Chatbot or a Recommendation tool: Integration is often quick through existing APIs or Extensions. If you want to build deep AI models (like logistics demand prediction): This will require a specialized technical team for data planning and system integration. Secomm specializes in providing technical integration solutions, ensuring AI tools run smoothly on your eCommerce platform without business interruption.

Are there risks related to customer data security when using AI?

Yes, if not managed correctly. This is why businesses need to carefully choose reputable technology partners (such as Salesforce, Adobe, Algolia...) that comply with international security standards (GDPR, ISO). Secomm always advises customers to build strict security procedures when connecting the API between the website and third-party AI tools.

How does Secomm help businesses apply AI?

Secomm does not directly build AI chips; we act as a strategic solution integrator. We help you with: Consulting: Assessing where your business needs AI (Content, Customer Service, or Logistics). Technology Selection: Recommending the most suitable AI tools. Technical Deployment: Connecting (Integration) these tools to your Magento/Shopify/WooCommerce website so they operate synchronously.