{"id":180937,"date":"2023-10-20T10:17:47","date_gmt":"2023-10-20T08:17:47","guid":{"rendered":"https:\/\/ipmark.com\/?p=180937"},"modified":"2023-10-20T10:25:17","modified_gmt":"2023-10-20T08:25:17","slug":"la-ia-generativa-atrae-al-ecommerce","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=180937","title":{"rendered":"La IA generativa atrae al ecommerce en un a\u00f1o de crecimiento a pesar de la inflaci\u00f3n"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Tras el lanzamiento de ChatGPT y Dall-E el pasado enero por parte de OpenAI y la posterior carrera en la que se han sumergido gigantes tecnol\u00f3gicos como Google, Microsoft o Meta para liderar el mercado de la IA generativa, esta tecnolog\u00eda ha acaparado buena parte de la atenci\u00f3n medi\u00e1tica de estos \u00faltimos meses, tambi\u00e9n por parte de consumidores y empresas de todo tipo de sectores, algunas inclusas atrevi\u00e9ndose a incorporarlas en sus procesos.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En el \u00e1mbito del ecommerce, un buen ejemplo es <strong>Zalando<\/strong>. El pasado abril, el marketplace de moda anunci\u00f3 la incorporaci\u00f3n a su buscador de ChatGPT, la herramienta de generaci\u00f3n de textos de OpenAI, con el objetivo de mejorar la b\u00fasqueda en su web. Seg\u00fan explic\u00f3 la compa\u00f1\u00eda, con el nuevo asistente sus clientes podr\u00edan navegar por el cat\u00e1logo, empleando sus propias palabras o t\u00e9rminos a la hora de describir productos.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De momento, la herramienta se encuentra en fase de pruebas, en su versi\u00f3n ingl\u00e9s y alem\u00e1n, en Alemania, Irlanda, Reino Unido y Austria, aunque informaron que a futuro prev\u00e9n incluir nuevos desarrollos y funcionalidades, incluyendo consejos de moda y belleza o creaci\u00f3n de estilismos. Adem\u00e1s de combinar la informaci\u00f3n extra\u00edda del buscador con las propias preferencias de los clientes, como por ejemplo las marcas a las que siguen en la plataforma y los productos disponibles en sus tallas, ofreciendo as\u00ed, indican, una selecci\u00f3n de productos m\u00e1s personalizada.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Es previsible que m\u00e1s operadores del sector repliquen la estrategia del marketplace alem\u00e1n. Seg\u00fan estiman desde Researchandmarkets.com,<strong> en 2025 las ventas de ecommerce a nivel global alcanzar\u00e1n los 7.300 billones de d\u00f3lares,<\/strong> lo que impulsar\u00e1 a su vez la valoraci\u00f3n que se espera para el mercado de la IA aplicado al Retail, de los 1.714,3 millones de d\u00f3lares de 2021 a los 36.462,5 millones para 2030.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tal y como recuerdan desde la consultora, a d\u00eda de hoy los retailers est\u00e1n aprovechando las capacidades de la IA para ofrecer servicios y recomendaciones de producto personalizados y para predecir posibles cambios en el comportamiento del consumidor. Actualmente, <strong>el aprendizaje de m\u00e1quina o <em>machine learning<\/em> es la f\u00f3rmula m\u00e1s empleada en el sector, adem\u00e1s de los algoritmos basados en procesamiento de lenguaje natural (NLP)<\/strong> que ayudan a comprender el lenguaje humano y facilitan una mejor interacci\u00f3n entre m\u00e1quina &#8211; un chatbot, por ejemplo- y cliente. La IA tambi\u00e9n se utiliza en el \u00e1rea de marketing para analizar el comportamiento del consumidor en tienda y para la gesti\u00f3n de campa\u00f1as y de email marketing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Descubra el<strong> informe D\/A Retail Tech: Ecommerce y \u00faltima milla 2023<\/strong>, <a href=\"https:\/\/www.distribucionactualidad.com\/informes\/informe-da-retail-tech-ecommerce-ultima-milla-2023\/\" target=\"_blank\" rel=\"noopener\">aqu\u00ed<\/a>.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La IA generativa, uno de los t\u00e9rminos m\u00e1s populares de este a\u00f1o, tambi\u00e9n ha llamado la atenci\u00f3n de las empresas retail que comercializan en el terreno online. Este \u00faltimo, capaz de atraer m\u00e1s ventas y compradores, a pesar de la inflaci\u00f3n persistente y el mayor coste de la vida. <\/p>\n","protected":false},"author":29,"featured_media":180940,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5901],"tags":[2154,50],"class_list":["post-180937","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tendencias","tag-ecommerce","tag-tecnologia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La IA generativa atrae al ecommerce en un a\u00f1o de crecimiento<\/title>\n<meta name=\"description\" content=\"La IA generativa tambi\u00e9n ha llamado la atenci\u00f3n de las empresas retail que comercializan en el terreno online.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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