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Time flies, and 2024 has come quietly. For cross-border sellers, January is both the final stage of sales for the past year and a critical period for setting the tone for the new year.
However, with the Red Sea conflict affecting the global supply chain and macro uncertainties entrenched, cross-border sellers have not yet had a perfect start in 2024. At the same time, Amazon's recently piloted AI function has given sellers a "new year critical hit." As we all know, for Amazon sellers, the product title is the window that gives consumers the first impression. Its quality directly affects the product's click-through rate, and its importance is self-evident. However, we learned that during the New Year's Day holiday this year, some sellers discovered that the link title was inexplicably modified by Amazon. The seller said that at first he thought the title was changed because other sites were copying his product, but he checked all the sites and found no signs of copying his product. It was not until he submitted a title modification through the help page that he discovered that it was Amazon that used its AI function to perform the operation. ▲ The picture comes from Zhiwubuyan Many sellers in this forum post also reported that they encountered similar situations: "I had 3 variations modified yesterday, and the originally complex title was changed to extremely simple." “What I encountered here was that the main keywords were broken up.” Some sellers even said that their orders dropped sharply after Amazon modified their titles. However, it is worth noting that some sellers have revealed that Amazon's use of AI functions to modify titles was not without warning. Before this, some sellers had received related emails: Amazon is piloting a new plan to use AI functions to generate richer product information. ▲ The picture comes from Zhiwubuyan Key points: Sellers need to review the content and provide feedback before the planned release date. If you disagree with the proposed changes, Amazon will retain the existing attribute values and will not modify the listing. As can be seen above, Amazon’s new plan is currently only being tested on a small scale and its functions are not yet complete. Sellers are reminded to pay attention to emails in a timely manner to avoid accidental changes to listings that may affect sales. Overall, although Amazon's new plan has yet to be perfected, judging from Amazon's previous launch of a number of AI tools, it can be foreseen that the importance of AI in the cross-border e-commerce field will continue to increase in the future. In 2023, known as the "first year of generative AI", AI has been widely used in the field of cross-border e-commerce. From the platform perspective, e-commerce giants such as Amazon, eBay, and Shopify are all betting on generative artificial intelligence and have launched many related tools for sellers and consumers. Taking Amazon as an example, regarding Amazon’s new plan to modify sellers’ product titles, as early as September 2023, Amazon announced that it had launched a new set of AI functions that can help sellers list new products faster and easier. It can not only automatically generate new listings, but also optimize and supplement the listings that sellers have already listed. From the seller's perspective, many large cross-border sellers and overseas brands have tried to combine generative artificial intelligence with their business to complete tasks such as copywriting, customer service communication, and building independent websites, thereby achieving some cost reduction and efficiency improvement. Taking the cross-border giant Jihong Co., Ltd. as an example, it began to integrate into cross-border e-commerce application scenarios with the help of AI and ChatGPT in January 2023. In this year, it launched tools such as the e-commerce text vertical model ChatGiiKin6B, the e-commerce intelligent design and material generation vertical model GiiAI and the intelligent delivery assistant G-king, thereby achieving refined management and continuously improving operational efficiency and profitability. At the same time, McKinsey's report also shows that AI will bring an additional 20% revenue to the e-commerce industry in the next few years. From the above, it can be seen that AI tools have become a powerful tool for improving efficiency and promoting growth in cross-border e-commerce. Today, Amazon Advertising also stated that in the coming year, the advertising industry will see a trend in which “generative AI will redefine the way creative ideas are generated.” At present, although the AI tools on the market still have limitations such as single training models, insufficient ability to analyze complex problems, and data privacy leakage, it is foreseeable that with the continuous development and application of AI technology, it is bound to further empower the development of the cross-border e-commerce industry and promote global trade into a new trend. As Jack Ma said: The era of AI e-commerce has just begun, and it is both an opportunity and a challenge for everyone. In 2024, the cross-border e-commerce industry empowered by AI will surely usher in changes. Faced with unstoppable technological innovation, whoever can be the first to understand AI cross-border will be able to seize the initiative of growth in this new development turning point.
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