How AI could change online product search and discovery

How AI could change online product search and discovery

How AI could change online product search and discovery

As generative AI is incorporated into our everyday lives, most recently through Apple’s introduction of the technology into its latest iPhone, it is poised to affect how consumers research, discover, and purchase products online. The tech world is determined to make generative AI an everyday assistant for millions of customers. If successful, it could have major implications for how shoppers find and buy products, including in the fashion and beauty sectors.

On Monday, Apple announced that its newest phone, the iPhone 16, will incorporate generative AI models powering what it calls “Apple Intelligence,” a system aimed at helping users with personal tasks like writing emails, scheduling events in their calendar, or crafting the perfect emoji for a group chat. These AI features are designed to be so integral to the phone that Apple built the device from the ground up around them. Additionally, Apple will allow users to access third-party tools, including ChatGPT, thanks to a partnership with OpenAI.

The company is racing to catch up with the likes of Google, Microsoft, and OpenAI, which are pitching generative AI as the next big leap in technology. One area clearly in focus is online search.

A strength of the AI models behind tools like ChatGPT is their ability to process large amounts of data and summarize it. The technology isn’t without flaws. It doesn’t understand and retrieve information traditionally but uses probabilities to predict the next word in a sequence. Like any prediction, they are not always correct. But with more data, the predictions can improve, and companies are training their models using nearly the entire internet.

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