커머스 시장의 인공지능(AI) 활용과 사용자 경험(UX)

커머스 시장의
인공지능(AI)
활용과 사용자
경험(UX)
2019
Billy(최병호)
고려대학교 Human-inspired AI & Computing 연구소
Assistant Professor
Facebook: ILOVEHCI, Kakaotalk: INNOUX
Research Data: http://www.slideshare.net/BillyChoi/
BillyChoi@Gmail.com , ILOVEHCI@korea.ac.kr

© 2019 Billy All rights reserved.커머스 시장의 인공지능(AI) 활용과 사용자 경험(UX)
Table of Contents
1. 담론
2. ADDRESSING NEW CONSUMER BEHAVIOR WITH VISUAL AI
3. CHATBOT WITH AI IN COMMERCE
4. FILTER FAKE REVIEWS WITH AI
1

© 2019 Billy All rights reserved.커머스 시장의 인공지능(AI) 활용과 사용자 경험(UX) 3
불금 때 뭐하셨어요?
저는 저녁 11시 즈음에
아시는 분에게 다음과 같은
질문을 받고 있었습니다.
“치매환자를 위해서 인공지능이
무엇을 할 수 있을까요?”
SOURCE: https://www.springboard.com/blog/improve-ux-with-ai-machine-learning/
How AI Improves UX
AI and UX share the same end goal.
Both are designed to interpret human
behavior and anticipate what someone
will do next.
Predictive analytics is at the foundation
of both, and it’s this intersection that
creates an opportunity for both
companies and customers.

SOURCE: https://www.springboard.com/blog/improve-ux-with-ai-machine-learning/
What makes it possible for AI to enhance
the UX?

SOURCE: https://thefinancialbrand.com/75433/digital-ai-cx-humanized-banking-experience/
우리는 AI에게 무엇을 기대하고 있는가?

AI와 함께 만들어가고
있는 커머스 UX란?
Everywhere but
Nowhere

AI 시대의 커머스 UX에서 여전히
유효한 가이드라인이란?
“좋은 도구는 보이지 않는 도구이다.
보이지 않는다는 말은 도구가 우리의
의식에 침범하지 않는다는 뜻이다.
사용자가 도구 자체가 아니라 과제에
집중한다는 말이다.”(하이데거); 망치,
펜, 안경, 지팡이 등

AI와 함께 지향해야 할
커머스 UX의 가치란?
AI in commerce for
Social Impact

AI와 함께하는 커머스 UX
디자이너가 향유할 수
있는 것은?
Self-esteem and
Self-efficacy
with AI

SOURCE: https://knowledge.wharton.upenn.edu/article/the-user-experience-why-data-not-just-design-hits-the-sweet-spot/
AI 기반의 UX 방법론?

SOURCE: Tapan Kumar , Dr. Monica Trakru. (2019). THE COLOSSAL IMPACT OF ARTIFICIAL INTELLIGENCE IN E-COMMERCE : STATISTICS AND FACTS. International Research Journal of
Engineering and Technology (IRJET). Volume: 06 Issue: 05. Page 570~572
AI In Ecommerce: Benefits
Customer-centric visual search
approach.
Chatbots and virtual assistants.
Improve recommendations for
customers.
Filter fake reviews.
New level of personalization.
Retarget potential customers and
improve the sales process.

SOURCE: https://www.iflexion.com/blog/ecommerce-ux , https://youtu.be/TBukLWxiyXs
Netflix: Harnessing the Power of Machine Learning
for Next-Level UX Personalization

SOURCE: https://www.cognilytica.com/2019/03/07/infographic-ai-in-advertising/
Personalized Advertising

14
Addressing new consumer behavior
with visual AI

SOURCE: https://www.syte.ai/wp-content/uploads/2019/07/Syte-Build-or-Buy.pdf
Visual AI takes any image and breaks it down into constituent parts and
automatically categorizes them.
A shopper scrolls through her Instagram and screenshots a post of
fashion influencer Franziska Frohlich wearing a bright floral dress for
outfit inspiration. Later, when she is online shopping, she uploads her
screenshot into a visual search engine and gets similar dresses to
browse:

SOURCE: https://drive.google.com/file/d/1-t3egCg7vUYiceBU2sqdXmHqJV-n0xIk/view
지능형(암묵적) 사용자 선호 패션 프로파일링/코디
및 매칭

비주얼 AI가 UX에 미치는 영향
The visual search feature instantly pulls
matching items and presents them to
consumers in less time than it takes to
type words into a text search.
As AI continues to grow more powerful
every day, an image-to-image search is
just one of the many features visual
search can do today and in the future.

비주얼 AI가 UX를 어디까지 인도할까요?

19
CHATBOT WITH AI IN COMMERCE

SOURCE: https://kinsta.com/blog/ecommerce-statistics/
45 seconds
Customers will still wait an average of 11
minutes before hanging up. That’s nearly twice
as long as 75% percent of online customers
expect it to take
They want to be assisted within 5 minutes.
However, chatbots are much faster, which
means that inquiries are being dealt with
significantly more quickly, with the average
wait time to access a chat session being 45
seconds.

SOURCE: https://www.tidio.com/blog/chatbot-examples/
Visual chatbot
Visual Dialog is a visual
chatbot which can
interpret images.
The chatbot is based
on computer vision
and neural network
technologies.
Users can upload
images directly
through the chat box.
The Visual Dialog
chatbot will send a
message describing
what’s in the picture.

SOURCE: https://www.tidio.com/blog/chatbot-examples/
Sephora Chatbot
The next company that has found an interesting way to use modern
bots in the industry (this time cosmetic industry), is Sephora! When
you contact their bot, it will offer you several FAQ-style questions.

딥러닝 기반 자동 질의응답 시스템

SOURCE: https://datafloq.com/read/6-smart-ways-boost-e-commerce-sales-chatbot/6430
Makes Ordering easy
Taco Bell has
introduced its Slack
integrated chatbot,
called the Tacobot in
2016, where the
customers could use
the app to order while
working.

개체명 인식기 (Named Entity Recognition)

대화 시스템에서의 자연스러운 대화를 위한 Memory
Attention 기반 Breakdown Detection

27
FILTER FAKE REVIEWS WITH AI

SOURCE: https://spiegel.medill.northwestern.edu/_pdf/Spiegel_Online%20Review_eBook_Jun2017_FINAL.pdf
Displaying Reviews Can Increase Conversion by 270%.
Five Stars is “Too Good to be True”.

SOURCE: https://www.cnet.com/how-to/spot-fake-reviews-amazon-best-buy-walmart/
FAKE REVIEW로 발생되는 UX-,-

SOURCE: https://emerj.com/partner-content/crowdsourced-content-moderation-how-it-works-and-whats-possible/
FAKE RIVIEW에 도전하는 AI 그리고 UX
Machine learning models may be able
to determine some reviews to be
outright spam, but others might simply
be marked as “questionable.”
These questionable reviews might be
sent to human reviewers who could
determine the approval or deletion of
the review, thus adding a bit more
richness and context to the machine
learning model for it’s next decision.

SOURCE: https://www.cryptocurrencyguide.org/revain-the-ai-powered-review-system/
Review automatic filtering

SOURCE: Tavanleuang VANTA, Masaki Aono. (2019). Fake Review Detection Focusing on Emotional Expressions and Extreme Rating. 言語処理学会第25回年次大会発表論文集(2019年3月). Page
422~425
fake review detection
We extract features
from review data using
only review texts and
their ratings.

경청해주셔서
고맙습니다!

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