6. AI-generated images seamlessly blend into marketing
As generative AI technology advances, creating believable videos of world leaders playing video games and AI headshots of colleagues, online advertising will give rise to AI-generated imagery, particularly used to personalize product images to match different audience segments.
Placing products within a “lifestyle” context can increase e-commerce conversion rates, and generative AI can finally make that process cheaper and faster.
While consumers are concerned about the negative impact of artificial intelligence, from job loss (42 percent) to misinformation (53 percent), 27 percent of those who are familiar with and have used generative AI tools are excited about its ability to generate personalized product recommendations for them, according to a Publicis Sapient survey.
It’s up to e-commerce leaders to perfect AI image generation technology to create ads that draw consumers in, rather than push them away. In 2024, the potential for increased conversion rates, basket sizes and consumer engagement online through AI advertisem*nts will outweigh the risks of getting it wrong, as long as retailers have the right digital expertise and quality assurance practices in place.
