However, the implementation of such technology comes with challenges, including the risk of damaging a brand's reputation through inappropriate responses or product recommendations. Regular model training and review loops are necessary, along with stringent verification and access protocols to prevent misuse of a celebrity's or influencer's likeness. Despite these challenges, the author believes that the future of e-commerce lies in these AI agents, and brands need to be ready to embrace this technology. The author concludes by outlining five key factors that brands should consider when choosing a technology provider for implementing these AI agents.
Key takeaways:
- Advanced AI replicas of humans, or AI agents, are emerging as a new era of digital engagement, capable of taking meaningful actions, learning from mistakes, and personalizing responses in real time.
- Brands and influencers can use these AI agents as virtual sales assistants to enhance e-commerce experiences, helping consumers discover products and understand fit in a curated, interactive experience.
- Creating these experiences requires large language models running on critical brand data, customized to reflect a brand's values, style priorities, and aesthetic vision, coupled with an online persona.
- While there are challenges, including potential reputational risks and the need for consent from both the influencer and the consumer, the future of e-commerce is likely to shift towards this technology, with consumers indicating they are willing to share their data for a more personalized experience.