More Direction, More Collaboration, More Understanding: Navigating the Red Flags of Generative AI

Lights out and away we go here at eTail Spring live at Silverstone and our incredibly insightful and well-curated agenda is proving to be a massive hit with all attendees.

AI seems to be on the tips of everyone’s tongues these days. Whether you are a lover, or a fighter, generative AI is all anyone can talk about and this new tech is causing major shifts in the eCommerce space.

In fact, there wasn’t a spare seat for this morning's panel addressing everyone's top concerns with generative AI, helping our eCommerce leaders to understand how to increase confidence internally and address ethical considerations when it comes to customers.

Who better to learn from than the best in the business? This insightful discussion featured impressive tips and tricks from Ben Pensrose, Retail Partnership Director at Stripe, Arron Kooner, Chief Customer Officer at Lounge, Laura Ross, Head of Customer Transformation at Holland & Barrett and Rebecca Hosgood, Head of Technology and Architecture at Currys, 

Due to our strict Chatham House rule, we strive to keep our panellists' insights for our attendees' ears only. However, here are some key insights to help you unlock the full potential of AI for your brand.

Internal resistance will always be a problem when it comes to any innovation. Particularly when it comes to generative AI. The opportunities seem to be endless and there is an air of secrecy in how people use it. This is where internal processes need to come in. Setting up adequate rules and guidelines removes these confusions and tackles resistance head on.

The panellists highlighted the importance of transparency and collaboration when implementing generative AI internally.

This involves:

• Open communication: Clearly explain the technology and its limitations to all involved departments.
•  Process development: Establish clear protocols for data handling and usage to ensure ethical and responsible practices.
• Collaboration: Foster teamwork between data scientists and other departments to ensure AI tools are used effectively and responsibly.

More direction, more guidelines, more understanding. Making sure these internal review are in place are essential to unlocking the full potential of AI. We all want to hone in on the best that AI has to offer and this will not be possible without full team buy-in.

The chatter around Silverstone when it comes to AI is that you should get to the stage where you can’t live without. You want to be able to get the most efficiency and reach a point where you do not have to continue editing generative content.

The discussion then turned towards the external impact. How are you crafting the right conversations with customers using generative AI?

Content is at the heart of what we do. Content is the attraction; it brings in customers and is used across our organisations. Generative AI therefore should fit hand in hand with this then? The challenge is adapting to the latest trends and staying relevant. What organisations are continuing to miss however is their own brands demographic and interests. What do they want to see? How can you link the latest social trends with the content your audience want to see?

If eCommerce were a Formula One team, the customer is the driver and your brand would be the pit crew, ensuring that any pit stop is swift and effortless.

So for 2024, organisations need to continue to understand the fundamental impact of technology and the security implications. Let's make sure generative AI empowers customers through deep and meaningful conversations.

Want to see more content like this? Join us at eTail Connect Autumn!