Enhanced conversion rate
According to Lynn Beattie, Director of Technology, B&Q, the home improvement brand’s diverse product range means they need tech partners.
“We are using an AI powered designed tool for instance on our kitchen, bath and bedroom design service that has increased conversion rates by 60%,” she said.
“It can help with customer service and staff training and recruitment too, which is useful as we employed 5,000 people last year.”
It is a point that fellow panellist, Dave Abbott, Head of Information Technology at Morleys Department Store, agreed with, as his business obviously has a huge and diverse range of goods.
“You cannot be an expert in everything from fashion to a toaster, so AI can help with training and in easily providing information,” he said.
Cons
The spectre of garbage in, garbage out if AI systems are not well thought out and tested before being properly integrated into a retailers’ operations was brought up by a vendor from Aptos on the RTS panel.
Nikki Baird, Vice President of Strategy, reminded everyone that data has to be used well to get a benefit.
“Power consumption rates in datacentres running these models, and the threat of a spam deluge are also concerns,” she said, adding that you cannot set it and forget it either. “AI is always learning and changing, so it needs constant re-evaluation.”
The pros far outweigh any negatives, however, which is why the panellists had so many applications to share, and why AI was such a hot topic of conversion at RTS this year.
“Ultimately, any AI application has to be rooted in what value it can bring and how it aligns with your strategy,” concluded B&Q’s Beattie.
