Chatbot assistants emerged last year as one of the first real applications of generative AI for marketers. Companies such as Ikea, Klarna, B&Q owner Kingfisher, Mastercard, Uber Eats and L’Oréal have each launched AI chatbots of one type or another.
What’s less clear, though, is what impact — if any — those assistants have actually had on sales.
Ikea made its “AI Assistant” available to the public three months ago via the OpenAI GPT store. According to Francesco Marzoni, the retailer’s chief data and analytics officer, it’s clocked 1,500 users a month. Twenty percent of those interactions have resulted in visits to the Ikea website, mostly to look at its outdoor furniture and sofa ranges. Five percent of those visits resulted in a transaction, he said.
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