Google’s Artificial Intelligence at the Service of Italian Retailers
Cortilia, Ibs.it and Motivi: these are the first “testimonials” of the project which provides for the extension of the BigG Machine Learning Checkup, a free tool that allows companies to evaluate their maturity for the adoption of artificial intelligence solutions, born in 2019 in collaboration with the School of Management of the Politecnico di Milano, to the retail sector.
After the agri-food, textile, furniture, metal and steel and metalworking industries, one of the most important sectors for the Italian economy therefore embraces the initiative of the Californian giant, which aims to help companies in the digital transformation process through a personalized report on the potential benefits of adopting machine learning algorithms.
The new section of the Machine Learning Checkup dedicated to retail is also accompanied by a research by the Polytechnic which has identified thirty cases of AI application in this sector, from predictive analysis to the recognition of images and sounds, to improve the efficiency of sales processes and enhance the collection and processing of customer feedback. The companies participating in the project will also have access to a dedicated Unioncamere consultancy service and incentives from the Ministry of Economic Development.
Cortilia is an e-commerce site for short-chain food products born in 2011 and currently present in Lombardy, Emilia Romagna and Piedmont, involving 160 farms and producers with a catalog of over 1,800 references. The AI solutions adopted have affected a wide spectrum of operations, from the optimization of the supply chain processes to the sales forecasts up to the suggestions for purchases aimed at customers. Thanks to artificial intelligence, as confirmed directly by the CEO of Cortilia, Marco Porcaro, food surpluses have been reduced to 1%.
For Motivi, on the other hand, the women’s clothing brand of the Miroglio Group based in Alba, the use of algorithms has served to significantly improve the management of stock, inventory and promotions, maximizing the integration between online and offline activities. The downstream result of the intervention on warehouse efficiency is an increase in sales volumes calculated by 50%.
Finally, the use of AI in Ibs.it has allowed us to develop an increasingly personalized shopping experience for users and to increase the conversion rate between those who have visited the site and those who have actually purchased a product (from Assago warehouses are shipped over 25 thousand items every day including books, music CDs, video games and toys) five times, with a consequent increase in sales.