Today’s opening session was really motivating. We discussed consumer intent while online shopping and examined how to build a human connection with emotion. Considering the continued growth and ability of AI, we also heard about how it can help us in the future.
Case Study: Lowes Canada
- How to connect the store and the website?
- Things to consider when someone is looking for a washer and dryer; what is that person really doing?
- Renovating their laundry room?
- What else might they need?
- Paint, paint supplies, sink, hookup kit, shelves, etc.
- This kind of thinking is critical to personalization and understanding your customer
- Challenges
- Promotions and discounts
- Based on what you are looking for
- Personalization and localization
- Price based on the local region
- Inventory and Fulfillment
- How to surface inventory not in the store and leverage delivery options
- You can now personalize just based on shopping history
- People tend to buy the wrong thing and have to return
- Do not want to show personalized content for the wrong things
- How do you organize a site as large as Lowes with so many different product categories?
- How do you align that with customer intent so they can find what they need quickly?
- Results:
- 11% increase in sale of in stock items
- 40% increase in mobile revenue
- 20% increase in average order value
- Promotions and discounts
Building Human Connections with Emotion, AI
Speaker: Rana el Kaliouby – Affectiva – Author of “Girl Decoded”
- Emotions dictate how we interact with the world around us
- How do we build human connections in a digital world
- AI is taking on roles that were previously done by people.
- We need a new social contract between people and AI
- How do we trust each other?
- Every day we make decisions that require trust
- Trust is a social contract with empathy and emotional intelligence at the core
- What if a computer could determine the difference between a smile and a smirk?
- 93% of what we say is non-verbal
- Only 7% is the actual words we use
- No wonder we misunderstand people when they text or email
- Affectiva is using AI to implement Ekman and Frieson facial action coding system
- Takes over 100 hours of training to learn this technique
- Takes 5 minutes to analyze 1 minute of video
- Affectiva can read emotion in real-time
- Worlds largest consensual face database
- 7 million faces
- 5 billion facial frames
- How do we use the data that is captured?
- Understand how people emotionally relate to content
- Research shows that advertising that is progressive and inclusive is 25% more effective
- Consumers are up to 4 times more likely to buy when they feel an emotional response to your product and advertising
- Case Studies
- Automotive industry
- Detect when people are tired or distracted and take control of driving
- Online Interviewing or public speaking
- Detect when people are nervous and help them improve over time
- AI is not here to take jobs
- It is a partnership
- Creating more jobs than it takes away
- Concern for data privacy
- Affectiva is committed to gathering and using data in ethical ways
- Automotive industry
- Only 7% is the actual words we use
Perficient Digital team members enjoying the keynote on Day 2 of Sitecore Symposium.
At the end of the key, Sitecore CMO Paige O’Neill announced the Ultimate Experience Awards – Asia Pacific, and Japan. Those award winners were Foodstuff North Island Ltd and Tohoku Electric Power Company. Below are the reasons for their awards:
- Foodstuff North Island Ltd
- Number of orders increased 170%
- 158% increase in sales
- Extended shopping experience to the web
- Increased web traffic
- Tohoku Electric Power Co
- 244% increase in member acquisition
- Reduced postage costs due to online billing
With today’s sessions still going strong, be sure to follow me for session reviews.
