In the ever-evolving e-commerce industry, brands are faced with a crucial decision of whether to manage their presence on platforms like Amazon with in-house teams or outsource to digital marketing agencies. Hai Mag, co-founder and CEO of Eva, emphasizes the emergence of a new paradigm where technology, particularly artificial intelligence, is revolutionizing the way brands operate in online retail. AI tools are now capable of handling tasks such as campaign bid optimization, challenging traditional agency-based strategies.
Mag proposes a model that integrates AI with human expertise to maximize market success for brands. While AI can handle tasks like campaign optimization, human judgment is crucial in analyzing competitive information and creating effective strategies. By combining automation with human insight, brands can stay ahead of the competition and effectively target the right customer segment. Brands can already leverage AI tools for content generation, pricing, inventory management, and advertising, without replacing employees.
Getting e-commerce teams on board with AI requires a mindset shift and a focus on value rather than simply introducing new tools. Brand leaders should guide their teams through the adoption, acceptance, and appreciation stages of AI implementation, showcasing how AI can streamline processes and improve outcomes. Working with consultants or agencies that specialize in AI can help brands scale more efficiently, but it is important to choose partners with the right expertise in technology and market operations to address key challenges in e-commerce like traffic, conversion, availability, and profitability.
The ongoing debate between in-house teams and agencies may not fully address the complexities of AI in managing market operations. Brands can explore a third alternative by collaborating with technology companies that specialize in AI while training their own agile teams to be more AI-compatible. By embracing a model that combines AI technology with human expertise, brands can navigate the complexities of online retail more efficiently and effectively. Mag’s insights shed light on the future of e-commerce and the role of AI in driving market success for brands.
