Artificial intelligence is reshaping the landscape of Southeast Asian eCommerce. Discover new tools that empower brands for optimised marketing activities.

The use of artificial intelligence (A.I.) in the world of eCommerce is rapidly gaining momentum, and the ASEAN region is no exception. As businesses strive to stay ahead in the digital era, they are increasingly harnessing the power of A.I. to enhance their marketing and operational strategies.

According to a report by Google and Temasek, the integration of A.I.-powered technologies is projected to make a staggering contribution of $130 billion to the ASEAN economy by 2025. This astounding figure underscores the immense potential that A.I. holds in revolutionising the way businesses operate and engage with customers across the region.

UOB Singapore's research supports this notion, highlighting the region's strong demand for personalised digital banking services. According to their findings, 78% of consumers are willing to invest in premium experiences, emphasising their desire for user-friendly, secure, and feature-rich banking solutions facilitated by A.I. technologies.

 

The Power of Data-Driven Marketing with A.I.

Personalised Customer Experiences

By tapping into the power of data-driven insights from customers’ browsing history and purchase patterns, Lazada’s A.I.-driven recommendation systems enable them to create a personalised shopping experience for each customer.

The systems analyse a wealth of customer data points, like previous purchases, product views, and click-through rates, to identify patterns and make recommendations. In 2021, Lazada’s recommendation systems were responsible for over 50% of all sales on the platform.

A.I. is revolutionising customer service through the implementation of chatbots and virtual assistants, seamlessly integrating them into the customer experience.

Grab uses chatbots trained on customer data to autonomously handle a wide range of inquiries and issues while continuously improving their abilities over time. By leveraging customer information, such as past orders and payment details, these chatbots deliver personalised support efficiently. At the first launch, the new feature reduced the average chat time by 12%.

 

Data-Driven Marketing Campaigns

To meet consumers’ expectations, data-driven marketing campaigns enable eCommerce brands to leverage predictive analytics and A.I.-assisted content creation to drive targeted, meaningful engagements and maximise valuable conversion actions.

As brands tap into A.I.’s capabilities, such as generating appealing content and optimising search results, they unlock immense potential for reaching the right audiences and achieving remarkable results.

Predictive analytics is a game-changer for retailers’ marketing strategies. By analysing market trends and customer data, it enables personalised campaigns, optimised pricing, and proactive inventory management. Retailers can reach the right audience, maximise conversions, and boost customer satisfaction, driving growth and competitiveness in the market.

The predictive analytics market is expected to grow at a CAGR of 22.1% from 2022 to 2028, driven by the increasing adoption of big data and A.I. technologies.

On the other hand, A.I.-assisted content creation and optimisation is another way brands use data-driven marketing. A.I. can be used to generate content that is more likely to appeal to a specific audience. It can also be used to optimise content for search engines, making it more likely to appear in search results.

An illustrative example of A.I.'s impact on data-driven marketing campaigns is Pizza Hut Singapore’s recent initiative, Takeaway Pocket Pleasers. The A.I. program Midjourney was used to generate the visuals, which showcase the unmistakable DNA of the Pizza Hut brand. The campaign is expected to reach 1 million people in Singapore and generate S$1 million in sales.

 

Social Media Intelligence

By employing A.I.-enabled techniques like social listening and sentiment analysis, brands gain profound insights into customer perceptions and sentiments regarding their brand, products, or services across various social channels.

This invaluable information allows retailers to monitor and comprehend real-time customer feedback, preferences, and sentiments. Retailers can use them to enhance customer satisfaction by identifying areas for improvement. Additionally, they can promptly identify and address any concerns raised by customers.

AirAsia uses A.I. to track social media conversations about its flights and services. This information was used to identify potential problems, such as delays and cancellations. AirAsia was then able to take steps to address these problems, such as providing refunds or rebooking passengers on other flights.

 

Conclusion

By embracing the power of A.I. in eCommerce, brands can deliver personalised customer experiences, optimise marketing campaigns through data-driven insights, and harness social media intelligence for better customer engagement.

Baozun’s Omni-Channel Digital Operation Platform utilises A.I.'s boundless potential to reshape the industry, fuel growth, and elevate customer experiences. Ready to harness the power of A.I. for your business? Contact us to explore the possibilities in Southeast Asia's market.

Read Less...