Impact of AI on the Digital Sales Funnel in E-Commerce

Stefan Detscher () and Mona Stoll ()
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Stefan Detscher: Hochschule für Wirtschaft und Umwelt (HfWU) Nürtingen-Geislingen
Mona Stoll: Festool GmbH

Chapter Kapitel 23 in Digitales Management und Marketing, 2021, pp 425-443 from Springer

Abstract: Abstract Artificial intelligence (AI) comes more and more into play as a major technology stack in digital sales. Online stores can make use of AI based applications in their sales funnels for improving their customers’ online customer journey, which leads to a strongly enhanced customer experience. The impact of AI on the digital sales funnel is analyzed for the online fashion retail industry, which is globally the most significant e-commerce segment. A value-benefit-analysis has been run comparing German to U.S. fashion online stores and multi-channel to pure players in their use of AI-based apps, such as for example virtual personal stylists, chatbots and recommendation engines.

Date: 2021
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DOI: 10.1007/978-3-658-33731-5_23

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