Simplifying the consumer purchasing experience with Artificial Intelligence (AI).

February 26, 2024
Tink - Simplifier l'expérience d'achat des consommateurs avec l'IA

This text is part of our series of 6 articles on the main digital trends in 2024.


In constant progression for years, Artificial Intelligence (AI) will undoubtedly continue to transform the way we live, work, and consume on a daily basis. Therefore, 2024 may well be the year when we witness a significant revolution propelled by AI, especially concerning consumption habits. Let's explore together how AI technological advancements will help organizations simplify the lives and shopping experience of consumers.

A Major Transformation for User Reviews

Artificial Intelligence has significantly transformed our interaction with online user reviews in recent years, and this trend is likely to continue to amplify in 2024!

A true pioneer in this field, Amazon began using generative AI in 2023 to produce review summaries by condensing the most frequently mentioned opinions and features from customers (a minimal number of reviews is required, however). Visible on product pages, these user review summaries enable consumers to make faster and more informed decisions. Imagine, for example, landing on the product page of a smartwatch: the AI-generated summary of user reviews could highlight the watch's comfort and elegant design while mentioning the battery life limit.

TripAdvisor has also started using generative AI to summarize hotel reviews displayed on its site. It is no longer necessary to sift through a multitude of customer reviews or rely on the first comments at the top of the list to choose an establishment. With artificial intelligence, TripAdvisor can now compile essential points for each hotel, such as location or service quality. These summaries transform how travelers choose their accommodation, thereby reinforcing the trust relationship between users and this online booking platform.

The AI Revolution in the Restaurant Industry

In addition to simplifying consumer decision-making by summarizing user reviews, artificial intelligence is also used in the restaurant industry to transform users' online ordering experience with more intuitive and personalized interactions. One notable example is the pizza chain Domino's, which underwent a redesign of its application and website to allow customers to easily choose and customize every aspect of their online order.

Domino's also innovated by integrating an ordering assistant, developed in collaboration with Microsoft, providing consumers with an almost human-like interaction. This intelligent assistant suggests options based on each customer's past preferences, making the ordering process both quick and enjoyable. AI also allows users to visualize their order before finalizing it, enhancing transparency, the ordering experience, and engagement levels.

Beyond simplifying the ordering process, artificial intelligence at Domino's also plays a crucial role in marketing personalization. Indeed, AI enables customers to receive special offers based on their individual tastes. Such a hyper-personalized approach not only promises to increase customer satisfaction but also strengthens brand loyalty.

These innovations illustrate how a brand like Domino's can use technology to redefine customer-brand interactions in the fast-food industry, emphasizing convenience, customization, and user experience.

The AI Revolution in the Beauty Industry

In this era of significant digital progress, Sephora perfectly illustrates how artificial intelligence can enhance the customer experience in the beauty sector, making shopping more convenient and enjoyable. The cosmetics brand has indeed begun to leverage augmented reality (AR) and artificial intelligence with its Virtual Artist application, allowing consumers to try a multitude of beauty products in the comfort of their homes. This revolutionary technology greatly facilitates customer decision-making by allowing them to virtually see how different products harmonize with their face, complexion, and skin.

The ability to try multiple colors and styles online before making a purchase offers unprecedented freedom and flexibility to consumers. Such innovation not only makes the shopping experience more efficient but also more satisfying, eliminating several uncertainties related to the purchase of new beauty products. It also adds a more playful dimension to the online shopping experience.

Thanks to such innovations, Sephora clearly positions itself as a brand that makes its customers' lives easier by providing intuitive and personalized tools that radically transform the traditional way of purchasing beauty products.

Towards Technological Harmony in 2024

The upcoming year promises to be a pivotal period for AI and will mark a decisive turning point in its integration into our daily lives. The impact of artificial intelligence will no longer be limited to automating or optimizing processes; AI will also be used in various sectors to tangibly improve the overall user experience.

As we embark on a new era of technological progress, we must recognize the enormous potential of AI to enhance the lives of consumers. More than ever, organizations will need to invest in these new technologies while adopting an ethical and responsible approach.

Now omnipresent in our society, the discussion surrounding artificial intelligence more than ever calls for collective reflection to shape a future where humanity and technology coexist in harmony.

Stéphane Melançon
Data Scientist