Believing that technology is a tool of the future can be a strategic error. Far from being a luxury, today it represents one of the main allies to face the challenges of the present – with the AI to the head. And if there is a land where its impact becomes tangible, it is the online channel.
Ecommerce ceased to be an option and became a specific need for brands that sell today, becoming a complex ecosystem where profitability is increasingly fundamental. That’s where technology enters as a growth engine.
In the typical objective of seeking to increase billing in the online channel, the advertising guideline model is one of the aspects where the change is most noticeable, for years, it was the most direct way to generate sales. But with lower rising costs and returns, trusting only that path does not reach. The key is to optimize the complete system: from how a user gets to the store to how it is loyalty after buying.
Instead of spending more, it’s about building better. As? Understanding each client, automating processes and personalizing experiences. It is not only technology, but a strategy that combines automation tools, data analysis, AI and customization for the store to work as an efficient ecosystem. That releases time and resources so that teams can focus on providing real value where the machine cannot: creativity and strategy.
To analyze how this economic and technological pressure impacts business decisions, we dialogue with Julian Paiardi, CEO of LEN -GENCY SPECIALIZED IN ECOMMERCE – who summarizes it as follows: “We are facing an economic and technological turning point. There is a new generation of users that seeks different, trusts in artificial intelligence and expects more intelligent and fluid experiences. The brands have to adapt to that.” And he adds: “The pressure is double: retaining customers being more creative, while we lower operational costs. In Leren we work so that each brand can customize and automate its online channel, with focus on concrete results.”
The conclusion for Argentine companies is clear: continue betting on formulas that no longer pay or invest in intelligence. We do not speak only of artificial intelligence as a concept, but of intelligence applied to the business: automate, customize and understand that technology is not an expense, but a key investment to improve profitability.
Doubt is no longer whether new technologies will reach the eCommerce, but how quickly they will do it and who will know how to take advantage of them first. Because in contexts as demanding as the current one, those who adapt faster.
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By CEDOC
