Though the AI buzz seems new, the use of AI models to enhance online retail experiences has been around for over 15 years. This length of time has produced an arsenal of research proving the importance of AI Models working in tight cohesion with eCommerce/Digital best practices.
This results in a common question within the business community...
If we are focused on leveraging AI models to produce online engagement with our customers, why do we need eCommerce/Digital best practices as a method to define intuitive user experiences in online retail and B2B eCommerce journeys?
AI models and eCommerce best practices, when working together, drive better outcomes for consumers and businesses.
Before proceeding further, lets define these two core terms...
Defining "AI Models":
AI models used to enrich consumer online buying experiences in retail are advanced technologies designed to personalise, streamline, and enhance the customer journey. These models leverage machine learning, generative AI, natural language processing, and multi-modal data integration to produce a high standard of relevance to consumer needs.
Defining "eCommerce/Digital Best Practices":
Enhancing online customer journeys is optimising every step a consumer takes—from first awareness through consideration and purchase to post-purchase retention—to deliver a seamless, engaging experience.
There are known best practices which combine technology, data insights, and human-centred behavioural sciences to create highly intuitive digital experiences that meet modern consumer expectations.
Before embarking on an AI and Best Practice discussion, first understand how many digital interactions consumers need before buying online!
Consumer Journey = high volume of digital interactions:
2025 research has confirmed that consumers undertake a high volume of digital interactions in a typical "journey": approximately 29 interactions in total.
An interaction is clicking on functional elements, viewing new pages, and engaging with content. Any form of effort (both physical and mental) makes up an interaction.
The number of interactions varies depending on the product type, purchase value, and complexity of the buying decision.
See summary below...
- Low-value low complexity (<$100) items: approx 7 touchpoints
- Mid-value mid complexity ($100–$1,000): approx 15 touchpoints
- High-value ($10,000–$100,000): approx 35 touchpoints
- Enterprise (> $100,000): approx 47 touchpoints
AI Models Own Various Steps in a Journey:
AI models can add value in multiple steps of a consumer's buying decision and overall journey; however, eCommerce/digital best practices stitch these AI interactions together.
Examples of how AI can be embedded into a typical online retail experience:
1. Problem recognition: Personalised notifications help the consumer realise a need or desire for a product.
2. Direct AI Engagement: AI assistants, chatbots, and recommendation engines guide users through research, supply relevant answers, display pros and cons, and even summarise reviews automatically.
3. Site Search In Site: AI-powered site search can produce highly relevant suggestions and recommendations based on search queries of consumers.
4. Evaluation of alternatives: AI-driven curation can produce product comparison tables and/or highly relevant alternative product options that prompt online buying.
5. Post-purchase behaviour: AI keeps engaging customers via follow-up, personalised recommendations, loyalty offers, and automated support based on customer-centric data and behaviourisms.
None of the above are effective if they are not structured in best practice foundation formats that drive engagement.
Why do eCommerce/digital best practices still matter?
eCommerce/digital best practices increase conversion rates regardless of AI adoption. The activation of best practices is designed to reduce cognitive load and decision-making friction that neither AI nor personalisation can fully overcome.
This act of reducing cognitive load via best practices is crucial.
This best practice framework is the prerequisite to deciding where AI models should personalise and/or automate specific micro experiences. There are three key reasons why...
#1. AI models depend on strong best practice foundations - magnifying conversion rates:
AI model impacts are magnified when on a best practice foundation because they enhance simplified and intuitive journeys instead of trying to repair clunky ones.
Research proves AI layers perform best when placed on already‑optimised journeys. This is because the consumer’s intent becomes cleaner and more precise when engaging on optimised journeys.
#2. Leveraging Heuristics and empowering the consumer's subconscious mind:
A foundational component of eCommerce/digital best practices comes in the form of leveraging heuristics (cognitive decision-making shortcuts) that empower the consumer's subconscious mind to remain in control. Forbes has research that proves 95% of consumer online decision-making is undertaken in the subconscious mind.
Click here to read about this research further.
AI models alone can't achieve this. Why? Because no journey is ever a single step - see research mentioned above. Consumers have multiple forms of anxiety and information gathering needs that are complemented with a mix of best practices and AI-driven experiences.
#3. Enhances Engagement:
AI models analyse massive amounts of behavioural and transactional data to dynamically tailor product recommendations, website content, and offers to the unique interests of each consumer in the moment.
When combined with established ecommerce best practices—like intuitive site design and frictionless checkout—this delivers seamless, personalised journeys that keep customers engaged and satisfied.
Example in Action - AI-Powered Product Recommendations:
Highly relevant recommendations and individualised experiences reduce decision fatigue and encourage purchases. AI-driven suggestion engines can boost revenue by up to 15% and cut marketing costs by 10-20%.
However, when this is embedded in best practices like clearly labelled calls-to-action, adaptive navigation, and trust-building content, it maximises the conversion potential of AI-generated personalisation.
Concluding Comments:
Together, AI models and eCommerce best practices create retail experiences that are personalised, relevant, and enjoyable—benefiting customers through convenience and relevance, and businesses through higher sales, loyalty, and operational agility.
This integration is no longer a luxury; it’s rapidly becoming fundamental to success in the competitive online marketplace.
This article was as tagged as Best Practice , Digital Strategy , eCommerce Consulting , UX Design