{"id":2349,"date":"2026-05-12T11:05:46","date_gmt":"2026-05-12T09:05:46","guid":{"rendered":"https:\/\/orienteed.com\/?p=2349"},"modified":"2026-08-14T10:23:49","modified_gmt":"2026-08-14T08:23:49","slug":"artificial-intelligence-in-ecommerce","status":"publish","type":"post","link":"https:\/\/orienteed.com\/en\/inteligencia-artificial-en-el-ecommerce\/","title":{"rendered":"Artificial Intelligence in B2B and B2C Ecommerce: A Practical Guide for 2026"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Artificial intelligence applied to ecommerce makes it possible to personalize the shopping experience, automate customer service, optimize the product catalog, and detect fraud in real time. In 2026, 62% of retailers already using AI report a direct increase in conversion rate (Salesforce State of Commerce, 2024).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this article, we share all the key data you need to know to begin to understand how artificial intelligence in ecommerce can be the new technological leap that has already begun.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-small-font-size is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">This article was first published on April 6, 2023, and has been updated in May 2026.<\/p>\n<\/blockquote>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/orienteed.com\/wp-content\/uploads\/2023\/04\/inteligencia-artificial-en-ecommerce-1024x576.jpg\" alt=\"inteligencia artificial en el ecommerce\" class=\"wp-image-2351\" srcset=\"https:\/\/orienteed.com\/wp-content\/uploads\/2023\/04\/inteligencia-artificial-en-ecommerce-1024x576.jpg 1024w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/04\/inteligencia-artificial-en-ecommerce-300x169.jpg 300w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/04\/inteligencia-artificial-en-ecommerce-768x432.jpg 768w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/04\/inteligencia-artificial-en-ecommerce-1536x864.jpg 1536w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/04\/inteligencia-artificial-en-ecommerce-18x10.jpg 18w, https:\/\/orienteed.com\/wp-content\/uploads\/2023\/04\/inteligencia-artificial-en-ecommerce.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">What Is Artificial Intelligence and Why Does It Matter to Ecommerce?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Artificial intelligence (AI) is the ability of a computer system to perform tasks that previously required human intelligence: learning from data, recognizing patterns, processing natural language, and making autonomous decisions. It is not a new concept, but its widespread adoption in ecommerce accelerated irreversibly following the launch of ChatGPT in November 2022, which normalized the use of conversational AI among consumers and businesses alike (OpenAI, 2022).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At Orienteed we have spent years helping <a href=\"https:\/\/orienteed.com\/en\/ecommerce-b2b-in-2026-because-it-can-no-function-as-a-b2c\/\" title=\"B2B eCommerce in 2026: Why it can no longer function as a B2C\">B2B and B2C commerce companies<\/a> evolve technologically. What we have observed over the past two years is a clear shift in mindset: AI has moved beyond being a pilot project for tech companies and has become an operational lever that directly affects business metrics such as average order value, support costs, and cart abandonment rate.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"has-medium-font-size wp-block-paragraph\"><em>\"The question we hear more and more from clients is not 'should we use AI?' but 'where do we start and what ROI can we expect in the first six months?'\"<\/em>\"<br>\u2014 Francesco Schettini, CEO of Orienteed<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">What Types of AI Are Relevant for an Ecommerce Business?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Not all artificial intelligence is the same, nor does it carry the same level of maturity for immediate application in an online store. These are the categories that truly matter in a commercial context:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>AI type<\/th><th>What it does<\/th><th>Application in ecommerce<\/th><th>Current maturity<\/th><\/tr><\/thead><tbody><tr><td><strong>Machine Learning (ML)<\/strong><\/td><td>Learn patterns from historical data<\/td><td>Product recommendation, demand forecasting, fraud detection<\/td><td>High \u2014 production<\/td><\/tr><tr><td><strong>Natural Language Processing (NLP)<\/strong><\/td><td>It interprets and generates human language<\/td><td>Chatbots, semantic search, review analysis<\/td><td>High \u2014 production<\/td><\/tr><tr><td><strong>Computer Vision<\/strong><\/td><td>Analyze and interpret images<\/td><td>Visual search, product image generation, quality control<\/td><td>Medium-High<\/td><\/tr><tr><td><strong>Generative AI (GenAI)<\/strong><\/td><td>Create new content (text, image, code)<\/td><td>Product sheets, campaign creatives, customized descriptions<\/td><td>High and expanding<\/td><\/tr><tr><td><strong>General AI (AGI)<\/strong><\/td><td>Reason in multiple domains like a human<\/td><td>No mature commercial application yet<\/td><td>Investigation<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">For most ecommerce projects in 2026, the focus should be on <strong>ML, NLP, and Generative AI<\/strong>: these are the layers with the most demonstrable ROI and immediate availability on platforms such as Adobe Commerce, Shopify Plus, or headless platforms.<\/p>\n\n\n\n<div id=\"wp-block-themeisle-blocks-advanced-columns-0ae5908b\" class=\"wp-block-themeisle-blocks-advanced-columns alignfull has-1-columns has-desktop-equal-layout has-tablet-equal-layout has-mobile-equal-layout has-vertical-center has-light-bg\"><div class=\"wp-block-themeisle-blocks-advanced-columns-overlay\"><\/div><div class=\"innerblocks-wrap\">\n<div id=\"wp-block-themeisle-blocks-advanced-column-5cce5366\" class=\"wp-block-themeisle-blocks-advanced-column\">\n<div class=\"wp-block-themeisle-blocks-service ticss-e80cdc60\">\n<div id=\"wp-block-themeisle-blocks-font-awesome-icons-f80ba529\" class=\"wp-block-themeisle-blocks-font-awesome-icons\"><span class=\"wp-block-themeisle-blocks-font-awesome-icons-container\"><i class=\"fas fa-inbox\"><\/i><\/span><\/div>\n\n\n\n<h2 id=\"wp-block-themeisle-blocks-advanced-heading-68845a16\" class=\"wp-block-themeisle-blocks-advanced-heading wp-block-themeisle-blocks-advanced-heading-68845a16\">Subscribe to our newsletter.<\/h2>\n\n\n\n<p id=\"wp-block-themeisle-blocks-advanced-heading-b333ac52\" class=\"wp-block-themeisle-blocks-advanced-heading wp-block-themeisle-blocks-advanced-heading-b333ac52\">Get the latest insights on digital solutions, industry trends, expert articles, and upcoming events.<\/p>\n\n\n\n<div style=\"text-align: center\" class=\"sender-form-field\" data-sender-form-id=\"lx1ps3zoejyq5d4dkux\"><\/div>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Which Companies Are Using AI in Ecommerce, and What Results Are They Seeing?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">AI use cases in ecommerce no longer belong exclusively to large platforms. Amazon, Alibaba, Zara, Walmart, and Adidas were early adopters, but the technology they developed internally five years ago is now available as a service to any online store.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Amazon<\/strong> AI for personalized recommendations that generate <strong>35% of its total revenue<\/strong> (McKinsey, 2023).<\/li>\n\n\n\n<li><strong>Zara (Inditex)<\/strong> applies ML in its supply chain to reduce excess inventory, achieving a markdown rate <strong>40% lower<\/strong> than the industry average (Harvard Business Review, 2022).<\/li>\n\n\n\n<li><strong>Alibaba<\/strong> Alibaba processes more than 100 million daily queries with conversational AI on its Taobao platform (Alibaba Group Annual Report, 2023).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">What is relevant for mid-size companies is not replicating Amazon's scale, but applying the same principles \u2014 personalization, automation, friction reduction \u2014 with AI tools now accessible through APIs and platform modules.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How Is Artificial Intelligence Used in an Ecommerce Store in 2026?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The AI applications in ecommerce with the most demonstrable impact in 2026 are concentrated in five operational areas:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Automated Customer Service with Conversational AI<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">AI chatbots based on LLMs (Large Language Models) resolve between 60% and 80% of support queries without human intervention, according to Gartner (2024). Unlike the decision-tree chatbots of previous generations, current models understand context, tone, and complex requests in natural language.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The cost impact is direct: Zendesk (2024) estimates that each query resolved by AI costs between $0.10 and $0.50, compared to an average cost of $5\u2013$12 for a human interaction. For high-volume stores, this difference represents one of the fastest ROI opportunities in AI.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In B2B projects on Adobe Commerce that we have managed at Orienteed, integrating conversational assistants for recurring order support reduced manual ticket volume by <strong>45% in the first 90 days.<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Catalog Personalization and Product Recommendations<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">ML-based recommendation engines analyze browsing behavior, purchase history, and similarity with other user profiles to surface the products most likely to convert. This is the AI use case with the most documented return in ecommerce.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">According to Epsilon (2023), <strong>80% of consumers<\/strong> are more likely to buy when a brand offers them personalized experiences. In B2B environments, personalization has an even more pronounced effect: business buyers who see catalogs tailored to their industry and purchase volume convert at a rate <strong>2.3 times higher<\/strong> than those browsing a generic catalog (Forrester B2B Commerce Report, 2023).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. AI-Powered Product Content Generation and Optimization<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Generative AI enables the creation and optimization of product listings at scale \u2014 something especially valuable for catalogs with thousands of SKUs. Tools such as Adobe Sensei (native to Adobe Commerce), the ChatGPT API, or vertical solutions like Jasper Commerce generate descriptions, SEO metadata, and campaign copy in seconds from product attributes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/www.valido.ai\/en\/\" target=\"_blank\" rel=\"noopener\" title=\"\">At Orienteed we have developed ValidoAI<\/a><\/strong>, a testing evaluation and automation tool for online stores and websites into which we have integrated AI to identify and resolve user experience errors throughout the purchase process \u2014 from the product page through checkout and virtually any other type of web page. Initial internal results show a <strong>30% reduction in audit time<\/strong> compared to the manual process.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The ability to generate content variants tailored to different customer segments \u2014 by language, industry, or funnel stage \u2014 is one of the most underestimated competitive differentiators of generative AI in ecommerce.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Sentiment Analysis and Voice of the Customer<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">NLP algorithms process reviews, social media comments, and support transcripts to identify satisfaction and dissatisfaction patterns at a speed impossible for human teams. This capability turns unstructured feedback \u2014 the most abundant and least leveraged type \u2014 into actionable intelligence.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Companies that monitor customer sentiment in real time with AI detect product or experience issues up to <strong>4 times faster<\/strong> than those relying on periodic surveys (Qualtrics XM Institute, 2023). In B2B ecommerce contexts, where account retention is critical, this response time can mean the difference between renewing a contract and losing it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Real-Time Fraud Detection and Prevention<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ecommerce fraud exceeded <strong>$48 billion<\/strong> in global losses in 2023 (Juniper Research, 2023). ML-based detection systems analyze hundreds of variables per transaction \u2014 purchase velocity, geolocation, device patterns, behavioral history \u2014 to identify anomalies in milliseconds, before the payment is processed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Unlike fixed-rule systems, ML models are continuously updated with new fraud patterns, reducing both false positives (blocking legitimate purchases) and false negatives (undetected fraud). Payment platforms such as Stripe and Adyen already incorporate these layers natively.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What Should a Company Consider Before Implementing AI in Its Ecommerce Operation?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Implementing AI in ecommerce is not simply a matter of activating a feature \u2014 it requires a quality data foundation, integration with the existing platform, and clarity about which business problem to solve first.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Precondition<\/th><th>Why it matters<\/th><th>Warning sign<\/th><\/tr><\/thead><tbody><tr><td><strong>Quality historical data<\/strong><\/td><td>Machine learning models need clean, representative data to learn.<\/td><td>Catalog of products without standardized attributes<\/td><\/tr><tr><td><strong>Integrable platform<\/strong><\/td><td>Adobe Commerce, Shopify Plus, and headless platforms have open APIs for AI<\/td><td>Closed or legacy platforms without API<\/td><\/tr><tr><td><strong>Prioritized use case<\/strong><\/td><td>Start with the area with the greatest impact on business (support, recommendations, or fraud)<\/td><td>Implementing AI \"for everything\" without defined KPIs<\/td><\/tr><tr><td><strong>Team with adoption capacity<\/strong><\/td><td>AI requires monitoring, adjustment, and continuous improvement.<\/td><td>Assuming that AI works on its own after deployment<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">At Orienteed, when a client asks us where to start, our recommendation is always the same: identify the point of greatest friction in your current funnel \u2014 cart abandonment, support response time, return rate \u2014 and start there. AI is not a strategy in itself; it is a tool in service of a specific business problem.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion: AI in Ecommerce Is Not a Future Advantage \u2014 It Is a Present Competitive Requirement<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In 2026, artificial intelligence in ecommerce has moved beyond emerging technology and become competitive infrastructure. Companies that have not yet taken any steps in this direction are not competing on equal footing with those that are already personalizing, automating, and analyzing with AI.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The good news is that the barrier to entry is lower than ever: leading commerce platforms integrate AI natively, LLM APIs are accessible from any technology stack, and the first use cases with a clear ROI \u2014 automated support, recommendations, fraud detection \u2014 do not require large upfront investments.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/orienteed.com\/en\/contact-us\/\">Talk to the Orienteed team<\/a><\/strong> if you want to define an AI roadmap for your B2B or B2C ecommerce platform.<\/p>\n\n\n\n<div class=\"wp-block-group alignfull\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div id=\"wp-block-themeisle-blocks-advanced-columns-766c474e\" class=\"wp-block-themeisle-blocks-advanced-columns alignfull has-1-columns has-desktop-equal-layout has-tablet-equal-layout has-mobile-equal-layout has-vertical-unset has-light-bg\"><div class=\"wp-block-themeisle-blocks-advanced-columns-overlay\"><\/div><div class=\"innerblocks-wrap\">\n<div id=\"wp-block-themeisle-blocks-advanced-column-90d47fbe\" class=\"wp-block-themeisle-blocks-advanced-column\">\n<div id=\"wp-block-themeisle-blocks-advanced-columns-d3ee70fd\" class=\"wp-block-themeisle-blocks-advanced-columns has-1-columns has-desktop-equal-layout has-tablet-equal-layout has-mobile-equal-layout has-vertical-unset\"><div class=\"wp-block-themeisle-blocks-advanced-columns-overlay\"><\/div><div class=\"innerblocks-wrap\">\n<div id=\"wp-block-themeisle-blocks-advanced-column-435148ce\" class=\"wp-block-themeisle-blocks-advanced-column\">\n<div id=\"wp-block-themeisle-blocks-font-awesome-icons-2cb6454f\" class=\"wp-block-themeisle-blocks-font-awesome-icons\"><span class=\"wp-block-themeisle-blocks-font-awesome-icons-container\"><i class=\"fas fa-store\"><\/i><\/span><\/div>\n\n\n\n<h2 id=\"wp-block-themeisle-blocks-advanced-heading-6b9eba4d\" class=\"wp-block-themeisle-blocks-advanced-heading wp-block-themeisle-blocks-advanced-heading-6b9eba4d\">Do you need to develop or migrate your ecommerce?<\/h2>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\" style=\"font-size:24px\">Contact us today here to start an incredible project together.<\/p>\n\n\n\n<div id=\"wp-block-themeisle-blocks-button-group-d9752f49\" class=\"wp-block-themeisle-blocks-button-group wp-block-buttons align-center-desktop\">\n<div id=\"wp-block-themeisle-blocks-button-7db3b5d3\" class=\"wp-block-themeisle-blocks-button wp-block-button\"><a href=\"https:\/\/orienteed.com\/en\/contact-us\/\" target=\"_self\" rel=\"noopener noreferrer\" class=\"wp-block-button__link\"><span>Contact<\/span><\/a><\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n<\/div><\/div>\n<\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>Discover how to use artificial intelligence in your B2B or B2C ecommerce in 2026: chatbots, recommendations, fraud detection, and content generation.<\/p>","protected":false},"author":2,"featured_media":2351,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","_themeisle_gutenberg_block_has_review":false,"footnotes":""},"categories":[188],"tags":[141,8,10,171],"class_list":["post-2349","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inteligencia-artificial","tag-business","tag-ecommerce","tag-inteligencia-artificial","tag-retailers"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.3 - aioseo.com -->\n\t<meta name=\"description\" content=\"Descubre c\u00f3mo usar la inteligencia artificial en tu ecommerce 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