Artificial intelligence has been the buzzword for business throughout 2025. As the year has progressed, we’ve seen more and more AI tools integrated for customers to use. Of course, beyond these integrations, apps like ChatGPT command millions of users who turn to the app for swift answers and entertainment.
Perhaps the most prominent way in which AI programs are expected to be able to help businesses is in the pursuit of customer personalization. This has long been seen as the most direct path to increasing conversion rates. Even before AI took off properly, we could see online ads reacting to our online behavior to offer personalized ads.
Now, that power could be harnessed to improve individual websites and their selling pages. Particularly on large platforms of hundreds of options and regular updates, having a behind-the-scenes program that can pick and show each customer something that’s hyper relevant or even predictive of their needs would be exceedingly useful.
Optimizing the Online Storefront
The aspect of AI that businesses with large online storefronts could benefit from the most is its ability to swiftly analyze vast amounts of seemingly disparate data, come to a conclusion from that data, and then present answers or options based on the analysis.
As an example, AI could collect all the data points from any given customer on a website – be it clicks, hang time on pages, orders, scroll speed, and more – and more data from cookies and such. Then, crunch it all together, find products that match what it reads as interests and preferences, and present them all when the homepage opens.
Just looking at large product pages, you can see where this can help. Next, for example, mixes small videos showing products with animated item rotations, still images, a rotating band of brands, and more. AI would home in on what the customer would most want to buy when clicking on the page.
This can work in online entertainment, too. The world of online slot games, for example, is constantly evolving. New games are added all the time, but websites find the best way to present them is with a new, featured, or trending section. With AI in operation, classic, old, new, and regularly played slots can be shown immediately.
Loyalty programs can also receive a further boost. The Waitrose loyalty program presents personalized vouchers every week and rewards three more gifts depending on the monthly spend. For now, the vouchers are either select treats or based on regular purchases. AI could make the vouchers more predictive and upsell new items.
Online Businesses Already Benefitting from AI
Several businesses are already leveraging AI to lean into the idea of personalization in different ways. The online card and gift creator Moonpig has seen its sales increase following the inclusion of an AI tool. They say that AI is designing a lot of cards for them, and around half of purchases now involve the customer using their AI feature.
Virgin Wines also recently jumped into AI. They teamed up with Preferabli to bring machine-learning technology to the shopping experience. While it’s still early days, the collaboration is aimed at modernizing how people find and pick wines, particularly by learning taste preferences through the AI tech.
Session length, scrolling, clicks, dwell time, time of day, purchases, comparison habits, visual draws, and more can now be analyzed and acted upon by advanced AI programs, helping businesses achieve the goal of personalization.
Peyman Khosravani is a seasoned expert in blockchain, digital transformation, and emerging technologies, with a strong focus on innovation in finance, business, and marketing. With a robust background in blockchain and decentralized finance (DeFi), Peyman has successfully guided global organizations in refining digital strategies and optimizing data-driven decision-making. His work emphasizes leveraging technology for societal impact, focusing on fairness, justice, and transparency. A passionate advocate for the transformative power of digital tools, Peyman’s expertise spans across helping startups and established businesses navigate digital landscapes, drive growth, and stay ahead of industry trends. His insights into analytics and communication empower companies to effectively connect with customers and harness data to fuel their success in an ever-evolving digital world.
