Although we are at the early stages of autonomous vehicles with frontrunners such as Tesla, we have already gotten used to the concept that our cars will one day be driving themselves.
The same is true for the next version of the internet, which is currently being developed.
At Certainly, it is our ambition to be the company that makes this possible. Welcome to the autonomous web, a system adapting to individual user needs, powered by AI and advanced algorithms.
The technological advances in AI and Natural Language Technology have evolved tremendously over the past few years.
Therefore, we are much closer to our goal of developing an intelligent and adaptable web making sure that each individual user – whether shopping for products or searching for relevant information – is presented with a personalized web experience.
First, imagine that your webshop is meeting and greeting all your visitors through a simple conversation with a chatbot to better identify each visitor’s specific needs:
Then imagine that your web content adapts completely to the personalized needs of each visitor. This is all possible with Certainly’s latest R&D innovations.
Based on behavioral science and persuasive strategies, chatbots on the Certainly Platform can be programmed to adapt to users’ digital habits and search patterns.
As a result, conversations through chatbots make shopping experiences much more personal and interactive.
What traditional webshops lack in personalization and speed, AI chatbots make up for with instant support and the collection of essential customer input (such as purchase intentions, personal context, preference center data) that translates into additional sales and increased revenue.
One of the most obvious benefits of the autonomous web is the over-arching customers satisfaction.
Satisfied customers are often turning into loyal customers. Loyalty is developed gradually when the entire experience is great from the customer’s perspective.
According to Rockefeller Corporation, 68% of all customers leave a brand because they think it does not care about them.
Thus, understanding customer needs and making all customers feel they are center stage is key to successful e-commerce and is achievable with the autonomous web.
As a long-standing Certainly customer, Swedish high-end fashion brand Tiger of Sweden is already using Certainly’s NLU engine for their first-line support and is among the first companies to use Certainly’s autonomous conversational commerce solution.
The autonomous web will undoubtedly also be applied in many other industries besides retail from finance and shipping to the public sector.
Particularly in public IT solutions, there seems to be a need for citizen-centric solutions that are easy to understand and use.
The autonomous web that is capable of meeting and greeting each senior citizen, student, taxpayer, welfare recipient etc. on their terms can potentially free many resources that could be spent on more complex tasks and assignments when people are servicing themselves.
One thing is certain: We are still at the dawn of the autonomous web and the potential for both growth opportunities and cost savings in most industries is immense.
|Stages||Website maturity||Customer interaction|
|Silos: No integration between the web engine and the customer interaction|
|0.||Manual and static content. Typical tech enabler: WordPress||No human interaction.|
|1.||Manual and static content. Typical tech enablers: WordPress, Shopify||Asynchronous human-to-human communication using webforms, emails and support. Typical tech enabler: Zendesk Support|
|2.||Dynamic content. Typical tech enablers: Shopify, Salesforce Einstein||Live human-to-human interaction. Typical tech enabler: Zendesk Chat.|
|3.||Dynamic content as in stage 3. Typical tech enablers: Shopify, Salesforce Einstein||Live human-to-bot-to-human interaction. Typical tech enablers: Zendesk, Certainly|
|No silos: Full integration between the web engine and the customer interaction|
|4.||Controlled content. Typical tech enablers: Shopify, Salesforce Einstein, Certainly||Live human-to-bot-to-human content interaction. Typical tech enablers: Certainly, Zendesk|
|5.||Full autonomy Typical tech enablers: Certainly, Shopify||Live human-to-bot content interaction. Typical tech enabler: Certainly|
Webshops at stage 0-3 are working within traditional silos between their web engines and the customer interaction platforms.
Most webshops and technology enablers currently find themselves at stage 3 where they have implemented chat functions for customer support – but without integrating to the web engine.
At Certainly, we are currently at stage 4 using zero-party data, and we are moving closer to our goal: Establishing the fully autonomous stage 5 web in less than two years.