– Written by Kunal Tiwari
In an ever-evolving and competitive e-commerce landscape, brands are constantly looking for innovative ways to connect with their customers. WhatsApp, the messaging platform loved by millions in the country, has been hailed as a game-changer for these brands. And now, with the advent of Generative AI (Gen AI for short), this powerful combination is taking the way these brands communicate with their target shoppers to a new level.
There are many incredible possibilities that Gen AI brings to the WhatsApp platform, especially in India.
From the very beginning of the shopping funnel itself, you can harness the power of Gen AI to create a seamless experience for potential shoppers. When a user clicks on an ad to go directly to WhatsApp and send a message to say hello, they see an automated but very human and personalized message that explains the offers and incentives that follow on the page and asks them specific questions. You can also answer. Shopper Questions – All on WhatsApp.
Not only that, but through customized flows and intelligent conversations (all automated through the power of Gen AI), brands can fully automate their entire purchase within WhatsApp, just like they're having a conversation with a brand. By enabling completion, you can help convert more shoppers. It improves your experience by allowing you to feed messages and return customized responses that are relevant to those messages.
Content generation is another area where Gen AI shines on WhatsApp for Indian businesses. The ability to create custom stickers, memes, and GIFs allows businesses to inject Indian cultural nuance, personality, and fun into conversations with customers. India is known for its rich cultural heritage and pop culture, and by leveraging Gen AI on WhatsApp, businesses can tap into this cultural background and create memorable, engaging content that resonates with Indian customers. You will have the opportunity to create. This creates conversations, and conversations lead to conversions. This is a win-win situation for both Indian companies and customers. As content plays a key role in shaping the future of commerce, Gen AI's blend of it with his WhatsApp will do wonders for e-commerce brands.
For example, in the current IPL season, brands can capitalize on the buzz generated throughout the cricket season and make the most of this exceptional event by sending customized messages using Gen AI. For example, Gen AI allows brands to host contests on game day, where their target audience can predict the winner and earn rewards. Through a segmented approach and extensive automation, brands can proactively feed responses based on contest results, and those responses can be shared with businesses that win the contest and those that don't.
Brands can even take it to the next level and retrieve stubbornly abandoned carts through WhatsApp. Train the Gen AI algorithm to get the most out of Moments Marketing
Brands operate fantasy leagues, exclusive elite clubs (where contests are only open to a select group of people), and by sending geo-targeted messaging (sending messages, offers, and contests to specific users). , Gen AI, WhatsApp, and IPL Moment Marketing can also be blended together. Spectators in certain regions depending on the team playing). This way, you can make the most of AI and WhatsApp for the growth of your brand.
Another aspect where Gen AI helps with WhatsApp is by providing post-order updates. Many e-commerce shoppers are initially motivated to make a purchase, but if they don't receive timely updates on the whereabouts of their orders, they may become anxious and cancel. With WhatsApp, when a user asks where their order is, an automated response powered by Gen AI can answer all questions leading up to delivery.
These intelligent virtual assistants can provide real-time updates, personalized communications, have natural conversations, and seamlessly address customer concerns. India has a large population and a diverse customer base, so efficient customer support is critical for e-commerce businesses in the country. Gen AI-powered chatbots on WhatsApp can help bridge the gap, providing instant and efficient customer support, ultimately leading to increased customer satisfaction and customer retention.
Additionally, it can contribute to ongoing upsells and cross-sells. E-commerce brands can take full advantage of this unique combination of technology and conversational commerce as GenAI sends recommendations for alternative products that complement the current product the shopper brings.
But that's not all. Gen AI on WhatsApp can also break the language barrier that hinders global communication within India. India is a linguistically diverse country, with hundreds of languages spoken across the state. Real-time translation enabled by Gen AI can bridge these language gaps, allowing businesses to connect with a wider audience in India. Imagine the possibilities of reaching customers in different parts of the country, speaking different languages, and building meaningful connections. With Gen AI, e-commerce brands can fully automate everything while building meaningful connections with a local touch.
Of course, like any other emerging technology, integrating Gen AI with WhatsApp must be done responsibly and securely. As our country prioritizes user protection and privacy, it is important to ensure great transparency around data usage and robust security measures to ensure all data is protected from digital harm of any kind. Building trust with the Indian audience is essential. Striking the right balance between AI-driven interactions and authentic human touch is critical to maintaining customer relationships and complying with local legal requirements.
The integration of Generative AI and WhatsApp, if executed strategically and securely, can be a game-changer for Indian brands. It has the potential to improve the user experience by redefining customer engagement, streamlining operations, and creating unparalleled conversations. Gen AI integrated with WhatsApp is in a critical position in shaping the future of commerce, and e-commerce brands must harness the power of Gen AI to embrace this future and gain a competitive edge, especially in the digital realm. there is. Growing digital infrastructure.
We are excited to witness this transformational period and to be able to help Indian businesses unlock their future potential. The marriage of Generative AI and WhatsApp is more than just a technological advancement. This is a monumental leap towards an extraordinary future of communication for Indian brands.
(Kunal Tiwari is GoKwik's chief product officer.)
(Disclaimer: The views expressed are personal and do not reflect the official position or policy of Financial Express Online. Unauthorized reproduction of this content is prohibited.)
