Kiosk Solutions Issue 19 - Page 14

opinion suggests the future of retail will be a seamless collaboration of AI and human interaction. AI is being used to monitor backend details on a large scale, and humans taking care of the more customer-centric roles. With both offering irreplaceable benefits, neither can outweigh the other. Lancôme is now gathering data from customer profiles to display personalised make-up options in a range of shades close to the shopper’s skin tone, instead of displaying the whole range. The brand offers 10 foundations in 185 shades; by narrowing down the options, Lancôme removes choice paralysis and encourages purchase. Similarly, if shoppers pick a shade of lipstick, it will give them automated recommendations for an entire look. This new feature hasn’t yet been rolled-out globally, but out of the 20,000 profiles that have been 14 KIOSK solutions created, users have converted at three times the rate of those who haven’t created a profile. The Guardian recently published a piece about the hidden cameras built into Westfield’s digital advertising billboards. Quividi, the French software firm that makes the billboards, claims that they can distinguish shoppers’ “Gender with 90% precision, five categories of mood from very happy to very unhappy, and customers’ age within a five-year bracket.” They can’t, however, identify who that person is, but just the characteristics of that person. This means they can then deliver tailored advertisements within seconds. Billboards in busy places are starved of attention as it is, with distracted shoppers rushing through crowded spaces. This type of AI helps retailers to attract and engage with this largely inattentive audience. Faster personalisation Helping retailers put customer data to good use, AI enables them to deliver targeted ads, give customers a more personalised online experience and help bricks and mortar stores run more efficiently. It helps to make a shopping experience more personalised at a quicker rate than humans ever could, and with minimum effort required by the customer. AI doesn’t necessarily mean replacing humans but can instead be used to assist them. Although many believe it will end jobs, it will also create jobs. Joe Lobo of the artificial intelligence firm Inbenta thinks it may increase job opportunities by expanding the job market to make way for AI. n