Generative AI and Sales Productivity: Field Experiments in Online Retail
A recent study published on arXiv explored the impact of Generative AI on sales productivity in online retail through large-scale field experiments. The research, conducted over 2023-2024 on a leading cross-border online retail platform, integrated GenAI into seven business workflows. Findings indicate that GenAI adoption led to a sales increase of up to 16.3% in most workflows, primarily by improving conversion rates through enhanced shopping experiences and reduced friction. The study also noted that these gains did not negatively affect post-purchase outcomes and were more pronounced among less experienced consumers. AI
IMPACT Demonstrates GenAI's ability to increase sales and improve customer experience in e-commerce, potentially driving adoption in retail platforms.