By Morgan Crandall
The digital age means that as e-commerce grows, so does the technology that helps us shop from our homes.
Artificial intelligence (AI) is the simulation of human intelligence through machines, and it is influencing e-commerce more and more every day. From trying on items virtually to designing a home’s interior and more, here are some fascinating examples of great e-commerce websites using AI to grow their retail business.
The beauty industry is constantly creating new ways to use AI to improve their user experience. Most of these AI applications involve virtual makeup try-ons, such as L’Oréal’s ModiFace technology, which allows users to shade match and virtually try L’Oréal products on their face.
We are seeing a trend toward more AI-driven products in the world of skincare. An example is the brand Atolla. The process starts with a quiz that narrows down the customer’s skin goals and current care, a mail-in test that analyzes skin’s hydration, and a selfie that aestheticians analyze. Following this data collection, Atolla uses AI to compare your data to other users with similar skin, determining what worked for them and scanning for ingredient conflicts. After the AI does this analysis, the brand is able to create a customized serum, cleanser, and moisturizer.
AI is also starting to appear in home design. Houzz, a platform for home remodeling and design, now uses image recognition technology. Users are able to upload pictures of their interior design inspiration and Houzz’s algorithm will analyze them and produce product recommendations based on the items in the photos.
Another example is Lithuanian startup Planner 5D, which uses AI to turn floor plans into 3D models that can then be manipulated with furniture and other interior design features. The engineers behind Planner 5D hope to eventually be able to take input from the user on what they like and need in a design and generate a complete design for them.
Eyewear brand Warby Parker has been using artificial intelligence and augmented reality to improve its user experience for years. The brand has Virtual Try-On, which allows customers to use Apple’s Face ID to create a map of their face and receive recommendations on the best frames for your face. Users can then try these frames on their face virtually, and then order up to 5 pairs for free to be delivered to try on at home. Then, the customer can send back the ones that didn’t work out and order the ones that did. This works well for this type of retail, because it means customers have significantly more options than they would in a physical store, where they would be limited by the amount of frames the store has stocked.
The jewelry industry is one product category that can use artificial intelligence in many ways. AI algorithms can design necklaces using mathematics, in the case of French brand Boucheron, or 3D print elaborate jewelry in 15-20 hours, when doing it by hand could take weeks. This allows the designer to quickly see how a piece might look on a person, rather than wasting that time hand making a design that doesn’t work in the end.
Even Tiffany & Co. uses parametric design and additive manufacturing, other types of AI, to create prototypes for its jewelry. Jeweler James Allen uses AI for virtual ring try-ons and to allow customers to view diamonds and other jewels in 3D. The Diamond Pro is a brand that has an AI tool coined “Ringo” that can detect defects in diamonds and identify jewels that would appeal to consumers given budget and preferred styles.
Amazon Fashion just released a new AR tool called Virtual Try-On for Shoes. This tool allows users to see how shoes would look on their feet before purchasing them. The application is currently available for iOS users and is available on thousands of shoes. Amazon plans on continuing to add products and will expand to Android users, as well.
What websites have you found using AI effectively? Let us know! Shoot us an email at email@example.com.