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Annie Everill

Marketing Executive

Jamie Gentile-Clarke

Managing Director

Matt Cooke

Website Manager

Nathan McEvoy-Swann

Head of Digital and CRM

Charita Chutoorgoon

Artificial intelligence (AI) is reshaping the e-commerce landscape. 

From personalised recommendations to smarter supply chains, AI is no longer a futuristic concept; it’s a current reality and a competitive advantage that many e-commerce brands are taking in their stride. As customer expectations rise and operational costs increase, brands must embrace AI tools to remain efficient, relevant and profitable.

In this guide, we’ll explore how AI is transforming e-commerce, where it's heading next, and how it’s improving everything from product discovery to fulfilment.

AI in e-commerce refers to the use of machine learning, natural language processing, computer vision and automation to enhance customer experience, streamline operations and make data-driven decisions which benefit both the business and customer. It allows online retailers to process vast amounts of data quickly, recognise patterns, and automate responses and workflows in real time to create an experience which is efficient and effective. Some of the most common uses include:

AI trends shaping the ecommerce landscape

The rise of AI in e-commerce isn’t just a passing phase, it’s part of a long-term shift in how brands operate and interact with their customers. From the moment a shopper lands on a website to the second their order arrives, artificial intelligence is working behind the scenes to make everything faster, smarter, and more efficient.

Understanding the current trends can help businesses take advantage of tools already delivering results, while a look ahead at emerging developments will ensure they stay ahead of the curve and compete in their industry market. 

AI algorithms analyse browsing history, purchase behaviour and customer preferences to serve up tailored product suggestions. This personalisation can increase conversion rates significantly, studies show that personalised product recommendations account for up to 31% of e-commerce revenue.

Chatbots now handle everything from answering basic queries to processing returns. With advancements in natural language processing, tools like ChatGPT and Google's Dialogflow can mimic human-like interactions and provide 24/7 support, improving customer satisfaction and reducing support costs.

Visual search uses AI to help shoppers upload images and find similar products online. Pinterest and ASOS, for example, use this to turn customer inspiration into immediate discovery and sales.

AI enhances on-site search engines by understanding intent, not just keywords. This means better results, even for vague or misspelt search terms. Platforms like Klevu and Algolia use machine learning to optimise search relevance automatically.

Retailers can now predict future demand, 

, and minimise stockouts using AI-based forecasting tools. Amazon, for instance, uses predictive shipping to begin delivery before an order is placed, based on prior behaviour and trends.

Machine learning algorithms are used in warehouse management systems (WMS) to optimise picking routes, manage replenishment cycles, and allocate space based on real-time demand. It can also predict which products are likely to be returned, helping retailers address root causes like inaccurate sizing, misleading photos, or poor descriptions.

Looking ahead, personalisation will become even more refined. AI will adjust website layout, pricing and promotions for each individual, creating a completely bespoke experience for every visitor.

Imaginaire is a digital marketing agency based in Nottingham. We provide a wide range of services from web design and development to content marketing and beyond. 

If you’re interested in learning more about how AI can help your business reach new customers, 

discover our AI SEO service in more depth.

For any help or advice on all things AI in marketing, 

Wattbike

the human-led tech-enabled ecommerce agency

Intelligent Commerce: How AI is Powering Growth, Speed, and Personalisation in Ecommerce