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AI, AR double swords together, let new retail paste smart labels
The giants in the tech industry have never stopped exploring and investing in AI. As early as July at the Baidu AI Developer Conference, Baidu's President and COO, Lu Qi, announced Baidu's full commitment to AI. Similarly, Tencent has also made a strong statement about its focus on AI during the Tencent Global Partner Conference. Although there is still a gap between China’s AI development and that of the United States, the potential for growth is significant. This is evident from Baidu’s establishment of the Silicon Valley Artificial Intelligence Laboratory and the appointment of top AI expert Wu Enda as its chief scientist.
AI's ultimate goal is to be applied across industries and achieve real-world implementation. Finding the right application scenarios is crucial for AI to realize its value. Major tech companies are now trying to integrate AI with various sectors, aiming to secure their place in the future. In particular, the retail industry, being one of the largest ecosystems, has become a prime target for innovation.
Augmented Reality (AR) enhances real-life shopping experiences by offering more engaging and interactive ways for customers to explore products. Recently, a unique event called the “Shoe Mask Dance Party†held at Nanjing Jianye Wanda Department Store captured public attention. The creative use of high heels as masks not only intrigued attendees but also created a memorable experience. This kind of interactive gameplay not only provides an immersive experience but also boosts consumer interest and purchase intent.
According to the author, this experience was powered by an AR interactive screen using facial recognition technology. Once the system identifies a user, it can match them with appropriate shoe styles based on factors like gender and age. Both Alibaba and JD.com have already started experimenting with similar concepts. For instance, Taobao launched VR Shopping BUY+ in November last year, allowing users to browse and purchase items in a virtual environment. Meanwhile, JD.com introduced its AR shopping app, JD Dream, although it was still in the testing phase at the time.
As online shopping becomes more prevalent, consumers are becoming more demanding and cautious. Traditional online shopping experiences often fail to build trust, leading to shopping fatigue. Moreover, the gap between expectations and reality in online purchases continues to grow. As a result, conventional e-commerce models are no longer sufficient to meet evolving user needs. Platforms like Taobao and JD.com are struggling to maintain engagement, with many users either browsing passively or delaying purchases.
By integrating AR into the shopping process, users can enjoy a more realistic and immersive experience. For example, when buying furniture, customers can use their mobile devices to scan their homes and visualize how different pieces would look in their space. Similarly, beauty-conscious shoppers can try on makeup virtually before making a purchase. These real-world applications make online shopping more enjoyable and increase the likelihood of conversion.
Offline retail is also benefiting from the integration of AR and AI. Retailers are adopting these technologies to create smarter, more convenient shopping environments. Amazon’s “Amazon Go†concept, launched in 2016, showcased the power of AI in retail by enabling a seamless, checkout-free shopping experience. While technical challenges prevented full-scale adoption, it highlighted the potential of AI in transforming traditional retail.
At its core, AI aims to solve user needs—both in terms of convenience and experience. Whether online or offline, the goal is to help users find what they want quickly and enjoy the process along the way. During events like Double 11, AI plays a critical role in optimizing logistics and customer satisfaction. By analyzing user behavior and predicting demand, companies like Alibaba can efficiently allocate inventory and ensure timely delivery.
This year, the first delivery of Double 11 was completed in just four minutes after an order was placed, with the package successfully delivered within 12 minutes and 18 seconds. This efficiency is thanks to AI-driven warehouse systems that use robots and automated processes to handle picking and packaging. As AI and AR continue to evolve, their integration into retail will lead to even smarter and more personalized shopping experiences. However, there are still challenges, especially with AR technology. Ongoing research and experimentation are needed to fully realize the potential of these innovations.