Google tried to get ahead of web cookies in 2020, announcing that its Chrome browser would stop supporting them in 2022. That’s been pushed to 2023, but the end of web cookies is coming, and for experts in recommendation — the point of personalization — that’s fine.
Innovators are cracking the code on using artificial intelligence (AI) to read purchase intent from a few telltale datapoints, converting browsers to buyers just by figuring out what’s on their mind.
Alexandre Robicquet , co-founder and CEO at aptly-named recommendation engine Crossing Minds , told PYMNTS’ Karen Webster that in a quest for conversions, operators have long relied on the old-timey search engine optimization (SEO) strategy: “What can I get from this kind of outlaw world of cookies that existed before for me to just start an understanding of who that person is?”
The problem is that this bucketing of lookalikes into cohorts is “usually extremely detrimental because it makes you feel like you’re not special,” Robicquet said.
“It makes you feel like you have the same experience as another 33,000 people,” he continued. “There’s usually a ton of things that make these experiences feel like, ‘It’s not for me, it’s for who you think I am.’”
That’s a shortcut left over from Web 2.0 days, and we’re on the cusp of Web3 now. As Robicquet said, it is more useful to know someone’s recent browsing and purchase history than it is to know their age and location. He added that these improved data points greatly improve the output of Recommendation-as-a-Service platforms.
He painted a hypothetical situation where a store, either online or offline, welcomes a new customer — and then a genie appears offering two types of information about this stranger to make a sale.
“I can tell you where they live, their age range, their gender, […]
I am a robot. This article is curated from another source (e.g. videos, images, articles, etc.). For the complete article please use the link provided to visit the original source or author. Content from other websites behaves in the exact same way as if the visitor has visited the other website.
Warning: The views and opinions expressed are those of the authors and do not necessarily reflect the official policy or position of MichelPaquin.com.