How are Tools like ChatGPT and Gemini AI Amplifying Nordic eCommerce Storytelling

AI is no longer being simply experimented with. It is a technology with seemingly endless possibilities and is quickly becoming key to Nordic retailers’ success. From writing posts for social accounts on Google Bard and generating fun and engaging hooks on Chat GPT, to writing entire blog posts with a simple command on Jasper AI.

Personalised content seems to be an easy click away. However, are we overestimating the abilities of generative AI for eCommerce and is AI taking the creativity out of copywriting?

Is AI really everywhere?

In the ever-evolving realm of technology and eCommerce, the ubiquitous phrase ‘AI is everywhere’ continues to be thrown around. Yet, the definition of what qualifies as true AI remains a subject of debate, with considerations ranging from more advanced 'if this, then that' rules—executable even in programs like Excel.

However, it's essential to direct our focus, in this blog, towards generative AI when considering Nordic eCommerce. Specifically, we're exploring tools that possess the ability to compute and articulate the most logical responses to commands or prompts. For leaders in the retail landscape, understanding the nuances of generative AI can provide you with valuable insights to leverage its capabilities and stay at the forefront of technological advancements in the industry.

Blending Human Creativity with AI

So, in eCommerce, where does generative AI begin and human creativity end? For Nordic retail brands, innovation is embraced with open arms, but they are currently working on finding the perfect balance between Nordic storytellers and robotic voices when it comes to AI Chatbots.

However, generative AI isn't here to steal the show, it's here to build a magnificent stage. While research rightly highlights the potential for personalised experiences through AI, the key lies in using these tools as the ultimate collaborators, not replacements for human creativity.

Imagine this: You're an outdoor enthusiast browsing a Swedish sportswear store. Instead of generic product descriptions, you encounter AI-generated stories about conquering Icelandic glaciers in that windproof jacket or scaling Norwegian peaks in those sturdy boots. These narratives, crafted with the help of AI that understands Nordic landscapes and consumer preferences, resonate deeply, creating a connection far beyond a robotic "Product X: Buy now!"

With the help of imagination, this dream scenario sounds almost too good to be true and resembles something not too far off science fiction. How then do we ensure these conversations feel personal, not resembling something like HAL 9000 from 2001: a Space Odyssey?

The answer lies in human-AI symbiosis. Think of your creative team as seasoned storytellers, and AI as their magic toolbox. The humans provide a nuanced understanding of Nordic culture, the brand voice, and the emotional hook. AI, in turn, analyses data, suggests themes, and generates variations, freeing up time for those creative sparks to truly ignite.

Consider this scenario: your Danish fashion brand wants to personalise email campaigns. Instead of mass blasting the same message, AI can suggest individual email copy based on a customer's purchase history and browsing habits. But before hitting send, your copywriter adds quick edits and a witty twist that reflects Danish humour, making the email feel like a friendly note from a trusted friend, not a cold algorithm.

Elevating Your Content Strategy

By collaborating, humans and AI can craft content that speaks the language of people, not just the language of data. The Nordic spirit of "lagom" – everything in its right place – applies wonderfully here. AI should enhance, not overwhelm, the human touch.

Despite scepticism, there are ways Nordic eCommerce leaders can embrace the AI revolution. Use it to weave tales of Scandinavian adventures, to personalise experiences like a hyggelig koselig evening, and to connect with customers on a deeper level. With AI as a co-pilot, your eCommerce journey will be filled with captivating stories and loyal customers, not just cold transactions and robotic conversations. Remember, the future of Nordic eCommerce storytelling is a symphony of human creativity and AI amplification, and the music is waiting to be composed.

Ready to start your AI-powered Nordic storytelling adventure? Here are some actionable tips:

• Identify areas where AI can complement your creative process. Focus on tasks like data analysis, content generation variations, and personalisation suggestions.
• Invest in training your AI on Nordic languages and cultural nuances. This ensures your AI understands the local context and generates appropriate content.
• Never lose sight of the human touch. Always review and edit AI-generated content to ensure it reflects your brand voice and resonates with your audience.
• Embrace experimentation and feedback. Track results, learn from successes and failures, and constantly refine your AI collaboration.

Final Remarks

Together, let's write a new chapter in Nordic eCommerce, one where AI amplifies the magic of human storytelling, weaving a tapestry of captivating experiences that make every customer feel like a cherished friend, not just a number.

For more industry-leading tips and tricks, join us LIVE in Copenhagen for eTail Nordic Connect now!