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2021 | OriginalPaper | Chapter

23. Impact of AI on the Digital Sales Funnel in E-Commerce

A Comparative Analysis of German and U.S. Fashion Online Stores

Authors: Stefan Detscher, Mona Stoll

Published in: Digitales Management und Marketing

Publisher: Springer Fachmedien Wiesbaden

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Abstract

Artificial intelligence (AI) comes more and more into play as a major technology stack in digital sales. Online stores can make use of AI based applications in their sales funnels for improving their customers’ online customer journey, which leads to a strongly enhanced customer experience. The impact of AI on the digital sales funnel is analyzed for the online fashion retail industry, which is globally the most significant e-commerce segment. A value-benefit-analysis has been run comparing German to U.S. fashion online stores and multi-channel to pure players in their use of AI-based apps, such as for example virtual personal stylists, chatbots and recommendation engines.
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Metadata
Title
Impact of AI on the Digital Sales Funnel in E-Commerce
Authors
Stefan Detscher
Mona Stoll
Copyright Year
2021
DOI
https://doi.org/10.1007/978-3-658-33731-5_23