One of the traditional examples that are put on how new technologies can change business strategy and can make a company a successful bet is Amazon. Amazon is the recurring example of how to use next generation tools to reach the consumer. The company has accumulated information, and they know the consumer is the key to its success. The data allow them not only to capture purchases but also to make consumers go sometimes beyond.

Its algorithms are able to comb the trends and thus empower consumers to find the products they seek and those related to them. Who did not end up buying a book once thanks to what 'Customers who bought this product also bought the?

The company has also been able to use these tools to make a much more personalized shopping experience. What the consumer sees when accessing the site is not the same thing that any other buyer sees. The homepage is very marked by the buying habits and interests that the consumer has shown, which makes not only that he feels that the store is thinking about him, so to speak, but also that he buys more.

These are the traditional elements that were pointed out when talking about how Amazon is changing things. However, the firm has not stayed there and as you recall in an analysis at Forbes is also employing the latest trends to connect with consumers.

And that's where Alexa comes in and the new functionality they've added. Alexa is the virtual assistant that Amazon has created and has already launched in the United States, where it is growing a lot and is becoming one of the strong names in that market. Attendees are, as the analyzes point out, one of the elements that will function as disruptive in the immediate future, since they are fostering a new relationship between consumers and brands.

In the case of Alexa, it is also a gateway to retrieve more information and above all mark more what the consumer can buy. From the point of view of users, it is as if Amazon had invaded a new space of private life. From the enterprise level, it's a new way to reach out to the buyer, take ownership of more buying decisions and sell more (and therefore one more to the list of things that are often added to how Amazon uses technology to sell more ).

Alexa tells you what to wear

Alexa uses artificial intelligence and uses the large amounts of data the company has to connect with the consumer and ultimately make their purchasing decisions. There is more to think about the latest move of the company, which has created an assistant for the assistant in terms of fashion. It's called Echo Look and, however cool it may seem to the naked eye, it's one more way to end up leading the consumer to buy more.

How does the assistant work?

The user only has to ask Alexa to take pictures of him with his clothes. Once these pictures are made, the image is used to cross it with everything that Amazon has. Based on data about the user and trends, Echo Look tells you what looks good and bad and gives you styling recommendations. As they point out in the analysis, basically it tells you what you should buy in fashion.

It's like having your own stylist, they point at the analysis, at least at first glance. A second view is to let Amazon decide what is cool and what is trend. For Amazon it is a way to increase the connection of its users with the terminal and to enhance its fashion business.

And, of course, that Amazon is the example in this field only assumes that they are playing with the cards in a more advanced way. It is, in the end, like when you talk about smartphones and it mints Apple and iPhone. As it happened there, in the long term appeared more players doing business with it. The same will happen here. Other firms, such as Google or Facebook, are already working to position themselves in the artificial intelligence market and some, Google is the case, have presented attendees.
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