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

In: Digitales Management und Marketing

Author

Listed:
  • Stefan Detscher

    (Hochschule für Wirtschaft und Umwelt (HfWU) Nürtingen-Geislingen)

  • Mona Stoll

    (Festool GmbH)

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.

Suggested Citation

  • Stefan Detscher & Mona Stoll, 2021. "Impact of AI on the Digital Sales Funnel in E-Commerce," Springer Books, in: Stefan Detscher (ed.), Digitales Management und Marketing, chapter 0, pages 425-443, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-33731-5_23
    DOI: 10.1007/978-3-658-33731-5_23
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