On Thursday, October 10th 2024, we attended the “AI Connect for Retail” event in The Foundry, Google Building in Dublin. This event was co-hosted by Google, Retail Excellence Ireland and Enterprise Ireland.
The event highlighted the latest AI tools and strategies designed to help businesses optimise their operations and boost sales. This event provided retailers with the opportunity to hear from industry experts and gain insight into how AI can assist them in running their businesses more effectively.
Brad, from the StudioForty9 Sales and Business Development team, participated in the Data-Driven Insights panel discussion at the event. The panel also included various retailers from across Ireland to share their experiences and helped them improve operations, customer experience, and overall performance. Here are some key topics that were discussed:
Organic Search
Optimising for organic search is important. Promoting long-tail keywords and crafting high-value content can boost online visibility. Long tail keywords focus on specific, less competitive keywords. The increasing trend of long tail keywords in the case of AI is an indication of more natural language used in search, impacted by:
- Voice search
- AI Search via Gen AI LLMs (ChatGPT, Gemini, Perplexity, etc.)
Because people are treating AI models and voice search like a person, they are including much more context and length in their search queries. Users needs are also getting more complex as search users become more savvy with both tech and consumer knowledge.
Optimise your content to suit long tail keywords and natural language by writing for user intent. Instead of keyword stuffing 'coffee machine', consider a blog about "how do I make a cappuccino with the coffee machine"
Performance Marketing
Performance marketing is being revolutionised by AI, with many platforms incorporating AI tools directly into their platforms. Adopting AI-powered tools like Google PMAX can streamline operations and drive sales. This is just one example, but as AI continues to advance, we can expect to see even more innovative solutions emerging for performance marketing. However, it’s important to approach these tools with a critical eye. Conduct A/B testing to determine the optimal AI tools and strategies to suit specific business needs.
AI in Shopping Feeds
One area where AI is making a significant impact is in shopping feeds. Tools like DataFeedwatch are empowering businesses to optimise product data by automatically creating better titles and categorising products based on available information. This improves products visibility and the process of managing product information while helping customers to easily find what they are looking for.
AI Policy
As businesses increasingly adopt AI, it's necessary to establish a clear AI policy. This policy should outline guidelines for responsible AI usage, ensuring that employees are aware of ethical considerations and data privacy concerns. A team member should be appointed to oversee this and make sure that the policy is not only followed, but also reviewed and updated as AI technology changes. The EU AI Act provides valuable insights into regulating AI, offering a framework for businesses to consider when developing their own policies. By using ethical AI practices and following regulations, businesses can build trust with their customers and show that they are responsible when it comes to AI use.
In conclusion, the future of ecommerce and retail will be closely linked to AI. By understanding and leveraging the power of organic search, performance marketing, and AI-driven tools, businesses can gain a competitive edge and thrive in the digital marketplace.
