Delineating the Value in Chatbots, Eliminating Choice

Too much of a good thing? Choice paralysis rises with deeper incisions into the e-commerce landscape, and even choosy customers seek out more help. “Choice overload or paralysis is what happens when a consumer is faced with more shopping possibilities than they can clearly or easily comprehend, often clouding their purchase confidence and decision-making abilities,” said Sarah Assous, senior vice president of Zoovu, an AI-powered chatbot marketing solution. “Almost 70 percent of online carts are abandoned before making a purchase because it’s just too difficult to find the right product,” Assous said. An upper hand in the digital marketplace is becoming harder to attain when the brand seeks to offer its customer a world of inventory, and the customer gets paralyzed by choice. To the detriment of the former, abandoned carts mean reduced sales and increased challenges in retaining customers. But there are technologies that can help guide shoppers, and trigger conversions. Citing impatience and frustration, Assous said “it is evident that there is a disconnect between the brand and the consumer.” On the other side of this dynamic, retailers and brands are also paralyzed by choice. The decision to switch to artificial intelligence and machine learning is one that marks an entire cultural

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