{"id":55691,"date":"2025-01-22T19:56:22","date_gmt":"2025-01-22T19:56:22","guid":{"rendered":"https:\/\/www.bloomreach.com\/?post_type=library&#038;p=55691"},"modified":"2025-01-23T21:09:50","modified_gmt":"2025-01-23T21:09:50","slug":"consequential-ai","status":"publish","type":"library","link":"https:\/\/www.bloomreach.com\/en\/blog\/consequential-ai","title":{"rendered":"Reshaping the Future of Ecommerce With Consequential AI"},"content":{"rendered":"\n<p>Nowadays, it seems like everywhere we turn, we see AI. AI-related announcements, products, APIs, models \u2014 we\u2019re inundated with new technology\u2026most of which is worthless.&nbsp;<\/p>\n\n\n\n<p>\u201c90% of the AI out there today is noise \u2014 ignore it,\u201d said <a href=\"https:\/\/www.linkedin.com\/in\/rdedatta\/\" target=\"_blank\" rel=\"noreferrer noopener\">Raj De Datta<\/a>, the CEO and co-founder of Bloomreach. \u201cBut that also means there\u2019s 10% of AI that <em>can<\/em> move the needle for your business, that can be truly transformative.\u201d&nbsp;<\/p>\n\n\n\n<p>This was the sentiment shared by Raj at <a href=\"https:\/\/theedgesummit.com\/digital-library\" target=\"_blank\" rel=\"noreferrer noopener\">The Edge Summit<\/a>, an event designed to help organizations figure out how to capitalize on the 10% of AI that matters: <strong>consequential AI<\/strong>.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What Is Consequential AI?&nbsp;<\/h2>\n\n\n\n<p>For a technology to meet the high bar of consequential AI, it needs to meet at least two of the following three criteria:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>It must put you on the path to improving a key business metric by 10%.<\/strong> \u201cPut you on the path\u201d is the key phrase here. It won\u2019t be a magic wand that transforms your business overnight, but you must recognize the potential for meaningful impact.&nbsp;<\/li>\n\n\n\n<li><strong>It has to make the customer experience truly unique and differentiated.<\/strong> AI needs to do something to set your brand apart because if it\u2019s doing the same thing as your competitors, then it becomes inconsequential again.&nbsp;<\/li>\n\n\n\n<li><strong>It needs to empower your teams to be at least 2x more productive.<\/strong> This amount of productivity and efficiency gain would allow your teams to really focus on more strategic and high-impact tasks \u2014 the kind of tasks that drive bottom-line impact for your organization.&nbsp;<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"535\" src=\"https:\/\/www.bloomreach.com\/wp-content\/uploads\/2025\/01\/Consequential-AI_definition-1024x535.jpg\" alt=\"Definition of consequential AI\" class=\"wp-image-55692\" srcset=\"https:\/\/www.bloomreach.com\/wp-content\/uploads\/2025\/01\/Consequential-AI_definition-1024x535.jpg 1024w, https:\/\/www.bloomreach.com\/wp-content\/uploads\/2025\/01\/Consequential-AI_definition-300x157.jpg 300w, https:\/\/www.bloomreach.com\/wp-content\/uploads\/2025\/01\/Consequential-AI_definition-768x401.jpg 768w, https:\/\/www.bloomreach.com\/wp-content\/uploads\/2025\/01\/Consequential-AI_definition.jpg 1462w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/in\/baratunde\/\" target=\"_blank\" rel=\"noreferrer noopener\">Baratunde Thurston<\/a>, an Emmy-nominated, multi-platform storyteller and producer, had the same reflection on his journey with using AI, where he initially used it to help review copy and generate cocktail recipes. \u201cIt was playful and experimental, but it wasn\u2019t enough,\u201d he said. \u201cWe are on the precipice where the decisions we make now will determine so much of the future.\u201d&nbsp;<\/p>\n\n\n\n<p>In particular, brands that want AI that can consequentially impact their business should look to the three A\u2019s:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Accelerate.<\/strong> With so much innovation in AI, it\u2019s important to move fast \u2014 but with purpose. \u201cNot everything should be fast,\u201d added Baratunde. \u201cAs organizations, are we conscious about where we apply speed or just hopping on someone else\u2019s bandwagon?\u201d&nbsp;<\/li>\n\n\n\n<li><strong>Augment.<\/strong> Baratunde makes it clear that with all the fears around AI\u2019s role in our future, it needs to be used to augment, not replace. \u201cRight now, the greatest opportunities are to enhance \u2014 to make something we already do even better.\u201d&nbsp;<\/li>\n\n\n\n<li><strong>Accommodate.<\/strong> One major boon of AI is its ability to even the playing field. \u201cAI can give those of us with resources access to even more,\u201d said Baratunde. \u201cBut it can also provide opportunities to those who have never been able to participate before.\u201d&nbsp;<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"535\" src=\"https:\/\/www.bloomreach.com\/wp-content\/uploads\/2025\/01\/Consequential-AI_baratunde-1024x535.jpg\" alt=\"Quote from Baratunde Thurston on the power of consequential AI \" class=\"wp-image-55695\" srcset=\"https:\/\/www.bloomreach.com\/wp-content\/uploads\/2025\/01\/Consequential-AI_baratunde-1024x535.jpg 1024w, https:\/\/www.bloomreach.com\/wp-content\/uploads\/2025\/01\/Consequential-AI_baratunde-300x157.jpg 300w, https:\/\/www.bloomreach.com\/wp-content\/uploads\/2025\/01\/Consequential-AI_baratunde-768x401.jpg 768w, https:\/\/www.bloomreach.com\/wp-content\/uploads\/2025\/01\/Consequential-AI_baratunde.jpg 1462w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Why Most AI Isn\u2019t Effective<\/h2>\n\n\n\n<p>The principles and lofty goals around the idea of consequential AI aren\u2019t the only reason so much of AI fails to move the needle. Raj posits that our fundamental view of AI \u2014 as a co-pilot that can assist with certain tasks \u2014 is the main problem.&nbsp;<\/p>\n\n\n\n<p>\u201cCo-pilots might provide a little bit of speed, a little bit of scale, a little bit of efficiency gain, but for us to think about consequential AI, we have to go beyond that,\u201d Raj explained. Sure, AI can help you quickly draft variations of an email or generate a few images, but until it reaches two of the three criteria laid out earlier, they\u2019re just cool tools.&nbsp;<\/p>\n\n\n\n<p>In order for us to start moving AI forward in significant ways, we need to completely reframe the way we look at it. \u201cFor AI to be truly consequential, we have to think of AI as the pilot, not the co-pilot,\u201d said Raj. \u201cOf course, this raises that existential question: \u2018If AI is the pilot, what exactly are we?\u2019 I would say we become the air traffic controllers.\u201d<\/p>\n\n\n\n<p>If we want a future of consequential AI, we need to let AI fly the proverbial planes. Meanwhile, we maintain control of all these planes in the sky, course-correcting when necessary and reacting based on instinct and experience to override the pilot\u2019s flight plan. \u201cRules that were previously defined by pure execution now start to be defined a little more with strategy, judgment, and creativity,\u201d Raj added.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1000\" height=\"800\" src=\"https:\/\/www.bloomreach.com\/wp-content\/uploads\/2025\/01\/Loomi-Report-1-ezgif.com-optimize.gif\" alt=\"Using consequential AI as a pilot instead of co-pilot, such as generating real-time analytics\" class=\"wp-image-55794\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Consequential AI in Action<\/h2>\n\n\n\n<p>While this all sounds great in theory, what does consequential AI actually look like when put into practice? <a href=\"https:\/\/www.linkedin.com\/in\/abardalaye\/\" target=\"_blank\" rel=\"noreferrer noopener\">Anirban Bardalaye<\/a>, the Chief Product Officer at Bloomreach, laid out Bloomreach\u2019s vision for bringing consequential AI into the world of ecommerce.&nbsp;<\/p>\n\n\n\n<p>At the core of this vision is a connected, unified personalization platform powered by <a href=\"https:\/\/www.bloomreach.com\/en\/products\/loomi\">Loomi AI<\/a>, Bloomreach\u2019s AI purpose-built for commerce and trained on over 15 years of customer and product data. Anirban detailed how Bloomreach\u2019s solutions are leveraging this technology to lead the charge for consequential AI:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Conversational shopping.<\/strong> Unlock a new revenue channel for your business with <a href=\"https:\/\/www.bloomreach.com\/en\/products\/clarity\">Bloomreach Clarity<\/a>. Powered by conversational AI, Clarity reaches out to your customers at the right moment to engage them, answer questions, and move them further along the funnel in a natural, human-like way that harkens to the best in-store sales associates.<\/li>\n\n\n\n<li><strong>AI-piloted marketing campaigns. <\/strong>On average, a typical marketing campaign can take 4-6 weeks from ideation to launch. With the next stage of <a href=\"https:\/\/www.bloomreach.com\/en\/products\/engagement\">Bloomreach Engagement<\/a>, marketers will soon be able to create and launch an entire campaign in <em>minutes<\/em>. With a few prompts, Loomi AI can generate an entire campaign that you (as the air traffic controller) can then tweak as needed before going live.&nbsp;<\/li>\n\n\n\n<li><strong>Hyper-relevant search.<\/strong> <a href=\"https:\/\/www.bloomreach.com\/en\/products\/discovery\">Bloomreach Discovery<\/a> is ushering in the future of ecommerce search through Loomi Search+. Built on model intelligence from Google and NVIDIA, this <a href=\"https:\/\/www.bloomreach.com\/en\/blog\/the-power-of-hybrid-vector-search-in-ecommerce\">hybrid vector search engine<\/a> can return both precise results and broad recall sets for complex or long-tail queries made in natural language. This level of relevance means you can now deliver <a href=\"https:\/\/www.bloomreach.com\/en\/blog\/the-path-to-achieving-true-1-to-1-personalization\">1:1 personalization<\/a> in a way that wasn\u2019t possible before.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>\u201cThe end result of what we\u2019re doing at Bloomreach is a wholly transformed consumer experience that is hyper-personal and truly conversational at every point in the shopping experience,\u201d said Anirban.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"The Future of Marketing With Bloomreach Engagement\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/8-qNITWzqpM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Evolving the Way We Approach AI<\/h2>\n\n\n\n<p>It\u2019s clear that as AI continues to advance, we\u2019re finally at a point where the potential is greater than what we can fathom. \u201cIn many ways, our imaginations have always been ahead of technology in the past,\u201d said Raj. \u201cBut it might be the case now that the technology itself is actually ahead of our imaginations.\u201d&nbsp;<\/p>\n\n\n\n<p>This means that as long as you embrace consequential AI, the only limit to what you can achieve is what you can dream up. And with more and more innovations coming out every day, will you insist on staying in the pilot seat? Or will you embrace a new role of air traffic controller to shape the course that AI takes in ecommerce?&nbsp;<\/p>\n\n\n\n<p>After all, AI isn\u2019t going away \u2014 in fact, it\u2019s showing no signs of slowing down. It\u2019s now more crucial than ever to embrace your curiosity to avoid getting left behind.&nbsp;<\/p>\n\n\n\n<p>\u201cJust as we can\u2019t imagine a world without electricity,\u201d stated Raj. \u201cIt won\u2019t be long before we can\u2019t imagine a world without AI.\u201d&nbsp;<\/p>\n\n\n\n<p>Consequential AI will be a game-changer for ecommerce businesses everywhere. Are you ready to embrace it? Learn more about how we\u2019re <a href=\"https:\/\/www.bloomreach.com\/en\/blog\/how-bloomreach-delivers-true-end-to-end-personalization\">delivering end-to-end personalization<\/a> to empower your brand to drive real success.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nowadays, it seems like everywhere we turn, we see AI. AI-related announcements, products, APIs, models \u2014 we\u2019re inundated with new technology\u2026most of which is worthless.&nbsp; \u201c90% of the AI out there today is noise \u2014 ignore it,\u201d said Raj De Datta, the CEO and co-founder of Bloomreach. \u201cBut that also means there\u2019s 10% of AI [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":55701,"template":"","ew-regions":[],"ew-solutions":[],"library_type":[513],"library_blog_tag":[362,359,361],"industry":[],"channel":[],"topic":[283],"class_list":["post-55691","library","type-library","status-publish","has-post-thumbnail","hentry","library_type-blog","library_blog_tag-ai-and-innovation","library_blog_tag-executive-insights","library_blog_tag-industry-trends","topic-ai"],"acf":{"library_blog_banner_content":"","library_blog_banner_cta1_text":"","library_blog_banner_cta1_href":"","library_blog_banner_cta1_new_tab":false,"library_blog_banner_cta2_text":"","library_blog_banner_cta2_href":"","library_blog_banner_cta2_new_tab":false,"library_blog_banner_bg_color":"#EAF7FE","library_blog_banner_cta_text_color":"#FFF","library_blog_banner_cta_bg_color":"#019ACE","library_blog_banner_cta2_text_color":"#000","library_blog_banner_cta2_bg_color":"#FFF","library_blog_chatgpt_content":"","library_blog_chatgpt_cta_href":"","library_blog_chatgpt_cta_text":"Ask ChatGPT"},"_links":{"self":[{"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/library\/55691","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/library"}],"about":[{"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/types\/library"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/users\/16"}],"version-history":[{"count":2,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/library\/55691\/revisions"}],"predecessor-version":[{"id":55797,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/library\/55691\/revisions\/55797"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/media\/55701"}],"wp:attachment":[{"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/media?parent=55691"}],"wp:term":[{"taxonomy":"ew_regions","embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/ew-regions?post=55691"},{"taxonomy":"ew_solutions","embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/ew-solutions?post=55691"},{"taxonomy":"library_type","embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/library_type?post=55691"},{"taxonomy":"library_blog_tag","embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/library_blog_tag?post=55691"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/industry?post=55691"},{"taxonomy":"channel","embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/channel?post=55691"},{"taxonomy":"topic","embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/topic?post=55691"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}