Wayfair, a U.S. ecommerce retailer, uses ChatGPT and OpenAI APIs across the organization, including legal, research, marketing, and customer service. They leverage AI to enhance personalization, enrich product data, optimize supply chains, and modernize legacy systems, improving both customer experience and operational efficiency.

Zapia, an AI assistant developed by BrainLogic, uses Anthropic's Claude on Google Cloud’s Vertex AI to engage in natural, localized conversations with Latin American consumers via messaging apps like WhatsApp. Claude's advanced multilingual support and understanding of regional dialects enable Zapia to assist users in discovering products, making purchases, and receiving support. Integration was quick, requiring minimal prompt engineering, allowing Zapia to scale rapidly to handle hundreds of thousands of messages per hour.

Zalando worked with OpenAI to develop the Zalando Assistant, an AI-powered tool powered by GPT-4o mini that provides personalized content recommendations and streamlines product discovery across 25 markets in over 20 languages. They enhanced their evaluation framework with component-specific evaluations and improved few-shot prompting, and migrated from GPT-3.5 to GPT-4o mini for better multilingual and instruction-following capabilities.

Canadian Tire Corporation uses Azure OpenAI Service to develop ChatCTC, an internal digital assistant that helps over 3,000 employees with tasks like training, building job descriptions, and generating product descriptions, saving them 30–60 minutes per day. They also developed CeeTee, an AI-powered shopping assistant that simplifies the tire buying process for customers, leading to increased revenue from online sales conversions.

Coles uses Azure Stack HCI and Azure Machine Learning to build an intelligent edge backbone, improving management of applications and AI/computer vision use cases across 500+ stores.

Adore Me, a direct-to-consumer lingerie brand known for its extended sizing, uses Gemini for Google Workspace to streamline copywriting and foster creativity. The team reduced over 35 hours of work creating product descriptions to just 30 minutes by leveraging a prompt library. They also use Gemini for speaker bios, enabling users to fill in key details for automated output. Internal "prompt-off" competitions teach employees how to effectively use AI tools, embedding AI into the company culture.

Untukmu.AI, an online gifting site in Indonesia, uses Meta's Llama 3.1 8B model with split inference processing to protect customer privacy. By running part of the AI model on customers' devices and the rest on their servers, they deliver personalized gift recommendations without accessing or storing personal data. This ensures customer privacy while still providing high-quality, tailored suggestions, enhancing trust and satisfaction.

Mercado Libre uses the Verdi platform powered by GPT-4o, GPT-4o mini, and GPT-3.5 Turbo to improve inventory capacity, fraud detection, customer service mediation, and personalized notifications.

Urmobo, a mobile-device management platform, created a virtual agent, Odin, that significantly improved user experience and reduced support tickets by enabling clients to interact with the platform using natural language.

Adore Me uses Gemini for Workspace to write differentiated product descriptions in one hour.

Higgsfield.ai built a number of text-to-video apps for consumers, including Diffuse 2.0, which can combine users' photos, videos, and texts through AI models to create more realistic avatars.

Leroy Merlin built a Pull Request Analyzer. It summarizes code changes, helping developers understand projects faster.

Best Buy uses AI to summarize customer support calls, allowing their staff to focus on helping the customer rather than note-taking, and both customers and agents are citing improved satisfaction.

Mercado Libre has incorporated semantic search into its digital shopping platforms, using AI embeddings from the Vertex AI Agent Builder, which greatly improved product recommendations and discoverability for more than 200 million consumers across Latin America.

Migrated the data platform to Microsoft Azure by leveraging Azure Analysis Services, Azure Data Factory, Azure Databricks, SQL Database, Azure Storage, Event Hubs, and Microsoft Power BI to consolidate and optimize data for self-service reporting and to enable AI initiatives with Microsoft Copilot Studio.

Lowe's fine-tunes OpenAI's GPT-3.5 to improve the accuracy of product descriptions and tagging on Lowes.com. By enhancing product data quality, the company reduces human error and associates' workloads, while increasing search result accuracy by 20% and improving product error detection by 60%. This initiative drives a smoother customer experience and boosts ecommerce performance.

Rakuten uses OpenAI’s models to leverage its vast data assets for improving customer service, extracting value from unstructured data, and enhancing B2B consulting. By implementing RAG (retrieval-augmented generation), they drastically improve response times for customer service, develop shopping review summarization features, and empower merchants with actionable insights.

BestViewReviews has upgraded to Meta Llama 3 8B from Llama 2 7B, using GenAI and LLMs to analyze millions of customer reviews and expert blogs. This provides unbiased and independent product advice, empowering customers to make better-informed buying decisions.

Integrated Microsoft Fabric to consolidate siloed ERP/SaaS data into a unified lakehouse and streamline HR analytics workflows while leveraging Copilot in Power BI for code enhancements.

Cdiscount utilizes Azure OpenAI Service combined with its own AI models to recategorize product sheets, leading to improved product categorization and higher conversion rates.

Boyner uses Azure OpenAI Service and Azure Machine Learning to analyze data faster and generate product descriptions automatically from product photos.

Amazon uses Anthropic's Claude with Amazon Bedrock to detect exaggerated claims in AWS Marketplace product listings, and is extending the AI to help partners improve listings through self-service. Additionally, auto-validations using Claude for product publishing have reduced publishing times from weeks to under an hour.

Belk eCommerce uses gen AI to make product descriptions – traditionally a time-consuming task for digital retailers.

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Procter & Gamble has created an AI tool based on Imagen (Google’s image generator) that creates photo-realistic images and creative assets. It enables their marketing teams to spend more time focusing on high-level planning and improving the customer experience.

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Carrefour used Vertex AI to deploy Carrefour Marketing Studio in just five weeks — an innovative solution to streamline the creation of dynamic campaigns across various social networks. In just a few clicks, marketers can build ultra-personalized campaigns to deliver customers advertising that they care about.

Grupo Boticário, one of the largest beauty retail and cosmetics companies in Brazil, employs real-time security models to prevent fraud and to detect and respond to issues.

Mercado Libre is testing BigQuery and Looker to optimize capacity planning and reservations with delivery carriers and airlines to fulfill shipments faster.

Wayfair piloted Code Assist, and those developers with the code agent were able to set up their environments 55 percent faster than before, there was a 48 percent increase in code performance during unit testing, and 60 percent of developers reported that they were able to focus on more satisfying work.

Victoria’s Secret is testing AI to help their in-store staff quickly find info on product availability and fitting & sizing tips to make better recommendations to customers.

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Woolworths, Australia’s leading retailer, has 10,000 administrative employees using the “Help me write” feature across Google Workspace; the feature helps you create drafts and rewrite text easily.