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How Amazon is using Gen AI and tech innovations for better CX and to scale across Indian geographies?, ET Retail


<p><b>Kishore Thota, Director, Shopping Experience, India &amp; Emerging Markets, Amazon India</b></p>
Kishore Thota, Director, Shopping Experience, India & Emerging Markets, Amazon India

New Delhi: Over the last decade, with an increase in internet penetration, growth in smartphones, and as India started understanding the benefits of e-commerce, the industry has seen significant customer adoption coming from Tier II and below geographies.

For a diverse country like India, the next 200-300 million customers when they come online, have unique needs and face unique challenges.

To address the challenges of online shopping for customers and help consumers in making better purchase decisions, is seeking innovative ways to enhance the customer experience, said Kishore Thota, Director of Shopping Experience, India & Emerging Markets, Amazon.

On Tuesday, Amazon has launched AI-Generated Review Highlights, a new feature that provides a short paragraph right on the product detail page highlighting the products features and customer sentiment frequently mentioned across written reviews.

Emphasizing Amazon’s commitment to continuous innovation, Thota said, “We will continue exploring opportunities to provide review highlights in more places throughout the shopping experience to make it easier for customers to discover and evaluate products.”

He further said, “Our ultimate goal is to simplify the review submission process, combat fake reviews, introduce new content types, and utilize AI to highlight key insights, ensuring that customers can confidently navigate their purchase decisions.”

In the past, Amazon had introduced several innovations specific to India market across interactive avenues like the Voice, Video and Regional Language, which is used among users and its usage increased by two times year-on-year (YoY), the company told ETRetail.

The Present and Future: Usage of AI, ML and AR

In the near future, it’s evident that AI and ML will continue to have a profound impact on e-commerce. “These technologies are becoming increasingly adept at understanding consumer preferences and accurately predicting trends which, in turn, helps in the delivery of personalized, easily accessible, and context-aware products and services,” Thota said.

On the usage of technology and tools, Thota further explained that emerging tools such as augmented reality (AR) and AI-driven solutions are poised to elevate the shopping experience by allowing customers to virtually place products in real-world settings.

Currently, Amazon has initiatives such as Amazon Live which integrates live streaming, product highlighting, live promotions, and chat to offer an engaging and informative shopping experience.

Speaking about the benefit of such an initiative, Thota shared that it has also given a boost to the creator’s economy. Curated influencers participate and help generate revenue in live streams, and cover various domains like tech, gaming, fashion, lifestyle, home, sports, and beauty. In parallel, the Amazon Influencer Program is a vital resource for influencers to monetize their content.

  • Published On Dec 13, 2023 at 02:24 PM IST

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