As people increasingly use their mobile phones and other devices to shop, it has become imperative for vendors to improve the shopping experience, making it as simple as possible, given the small footprint. One way to do that is using artificial intelligence. Today, Salesforce announced some AI-enhanced APIs designed to keep us engaged as shoppers.
For starters, the company wants to keep you shopping. That means providing an intelligent recommendation engine. If you searched for a particular jacket, you might like these similar styles, or this scarf and gloves. That’s fairly basic as shopping experiences go, but Salesforce didn’t stop there. It’s letting developers embed this ability to recommend products in any app whether that’s maps, social or mobile.
That means shopping recommendations could pop up anywhere developers think it makes sense like on your maps app. Whether consumers see this as a positive thing, Salesforce says when you add intelligence to the shopping experience, it increases sales anywhere from 7-16 percent, so however you feel about it, it seems to be working.
The company also wants to make it simple to shop. Instead of entering a long faceted search as has been the traditional way of shopping in the past — footwear, men’s, sneakers, red — you can take a picture of a sneaker (or anything you like) and the visual search algorithm should recognize it and make recommendations based on that picture. It reduces data entry for users, which is typically a pain on the mobile device, even if it has been simplified by checkboxes.
Salesforce has also made inventory availability as a service, allowing shoppers to know exactly where the item they want is available in the world. If they want to pick up in-store that day, it shows where the store is on a map and could even embed that into your ride-sharing app to indicate exactly where you want to go. The idea is to create this seamless experience between consumer desire and purchase.
Finally, Salesforce has added some goodies to make developers happy too including the ability to browse the Salesforce API library and find the ones that make most sense for what they are creating. This includes code snippets to get started. It may not seem like a big deal, but as companies the size of Salesforce increase their API capabilities (especially with the Mulesoft acquisition), it’s harder to know what’s available. The company has also created a sandboxing capability to let developers experiment and build capabilities with these APIs in a safe way.
The basis of Commerce Cloud is Demandware, the company Salesforce acquired two years ago for $2.8 billion. Salesforce’s intelligence platform is called Einstein. In spite of its attempt to personify the technology, it’s really about bringing artificial intelligence across the Salesforce platform of products, as it has with today’s API announcements.
By Ron Miller