亚马逊接连发布AI购物工具，AI购物竞争加剧_老虎社区_美港股上老虎

亚马逊接连发布AI购物工具，AI购物竞争加剧

第一财经05-28 21:24

围绕AI购物的竞争正在升级。当地时间5月27日，亚马逊发布了基于Alexa for Shopping 的AI零售解决方案ASA（Agentic Shopping Assistant）。亚马逊表示，商家可以通过该解决方案与自身的产品目录、客户群体、购物环境和品牌调性结合，最快在60天内打造符合自身需求的对话式AI购物工具。　　而在5月18日，亚马逊宣布推出购物AI助手Alexa for ...

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intensifies","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/7799a3d7ee1409bf0f2826879c1f3de3","symbols_score_info":{"AMZZ":0.6,"AMZU":0.6,"AMZN":1.96,"AMZD":0.6,"AMZW":0.6,"AMZY":0.6,"USAW.SI":0.6,"AMZP":0.6,"AZYY":0.6},"content_text":"围绕AI购物的竞争正在升级。当地时间5月27日，亚马逊发布了基于Alexa for Shopping 的AI零售解决方案ASA（Agentic Shopping Assistant）。亚马逊表示，商家可以通过该解决方案与自身的产品目录、客户群体、购物环境和品牌调性结合，最快在60天内打造符合自身需求的对话式AI购物工具。　　而在5月18日，亚马逊宣布推出购物AI助手Alexa for Shopping，包含了一些升级功能：用户可以直接搜索获得产品信息，也能查看长达一年的价格历史记录。　　AI在购物决策中的重要性越发凸显。亚马逊公布的数据显示，对话式购物的转化率是传统关键词搜索的3.5倍。此外，仅去年一年，AI购物助手就为亚马逊带来了近120亿美元的增量销售额。　　亚马逊推出面向商家的AI工具意味着亚马逊不仅要通过AI提高用户转化率，也要在B端实现变现。　　从行业看，多家公司的AI购物服务在近期有了新进展。5月19日，谷歌宣布推出智能购物车Universal Cart，支持跨商家和服务，可以通过智能推理技术预测用户需求。　　3月24日，OpenAI宣布正在扩展智能体电商协议（ACP），将更完整、更相关、更及时的信息直接引入 ChatGPT。OpenAI表示，已有多家零售商接入了ACP以支持商品探索功能，包括Target、Sephora和Nordstrom等。　　传统零售商也在拉近与AI的距离。去年10月，沃尔玛宣布与OpenAI合作，消费者和会员可以直接在 ChatGPT 内完成沃尔玛的购物。今年1月，沃尔玛宣布与谷歌达成合作，用户可以在Gemini平台体验购物。　　艾媒咨询CEO张毅对第一财经记者表示，AI购物赛道竞争在加剧，核心是通用AI和电商平台的争夺交易入口之战。通用AI寻求的是导购商业化，电商平台布局AI抵御流量被截流，行业正从货架电商转向AI决策电商。短期平台生态的优势明显，长期看跨平台的AI也有望重构格局。　　但同时，平台在推出各类AI工具时需要考虑市场的接受程度。张毅表示，亚马逊AI产品落地的挑战在于商家可能会抵触算法主导流量以及内容同质化所引发的价格战。同时，商家也会担忧经营数据被平台所利用和算法不透明的问题。因此，用户的合作意愿需要更多的教育和培养，同时有赖于平台采取更透明以及针对用户需求解决问题的举措。　　部分AI工具出现后效果不及预期。例如去年9月OpenAI宣布上线内置于Stripe的即时结账功能。但在3月OpenAI表示最初版本的即时结账功能未能提供公司所追求的灵活性。因此，OpenAI在精力集中于产品探索的同时，将允许商家使用其自有的结账系统。（文章来源：第一财经）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"hasMoreComments":false,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"isCrawlerRequest":true}