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physical supermarket cart with the hands of a consumer, which shows a superimposed digital screen with several channels, representing how artificial intelligence and omnichannel help retail.
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In , according to Statista reports , more than 54% of Mexicans carried out some online transaction, a figure that is expected to increase this year to 57% . This gives companies the opportunity to reach more than 72 million potential consumers , making the adoption of emerging technologies crucial to their online sales and positioning success.


The influence of artificial intelligence on digital marketing
Consumption trends, both in goods and services and in the use of the internet and social networks, have led digital marketing experts to anticipate how the market will develop in the coming months. They highlight customer exper Job Function Email Database ience as the central axis to achieve profitability in . Elogia , an agency specialized in Full Digital Commerce , highlights the importance of taking advantage of artificial intelligence and data measurement, as well as transforming the omnichannel ecosystem in online sales strategies.

Artificial intelligence in eCommerce: practical examples of online sales optimization
Artificial intelligence for efficient data measurement
According to the IBM AI Adoption Index study , in Mexico more than 30% of companies already incorporate artificial intelligence on a recurring basis in their operations. AI technologies are essential to automate processes in creative departments, where platforms such as Chat GPT and DALL-E stand out as auxiliary tools for content creation.

Artificial intelligence has contributed significantly to the evolution of web positioning and SEO, with generative searches and data analysis set to gain relevance this year. This will be reflected in improved accuracy of search results, smarter content creation, and technical optimization of websites. Rodrigo Martín, CEO of Elogia México , points out: “AI will force both agencies and brands to evolve the way we understand and
process consumer habits and needs; This is why data will continue to be the
determining factor for correct decision-making by advertisers.”

With the arrival of Google Analytics 4 last year, information collection can no longer be done using cookies. The implementation of measurement environments such as 1st Party Data and RFM (Recency, Frequency and Monetization) models will make a difference in data segmentation and processing , considering the privacy of user information.


AI will continue to drive influencer marketing, with artificially created influencers on networks like Tik Tok and Instagram competing alongside human content creators for user preferences.



Transformation of the omnichannel ecosystem in online sales
The implementation of omnichannel in marketing strategies will be key to offering a coherent and unified experience in all the brands' available channels, contributing to the objective of increasing the online visibility of their products.

The integration of user information is essential to personalize the customer experience, adapting communication to any channel the user chooses. Rodrigo Martín highlights: “The omnichannel development of the customer experience will motivate brands to continue evolving to improve aspects such as contact and interaction with their customers, strengthening their sales channels.”

In this context, Elogia highlights the importance of not losing sight of the impact of marketplaces , such as Amazon and MercadoLibre, on the omnichannel ecosystem. This consideration is especially relevant when trying to increase the online profitability of companies, in a market saturated with the constant appearance of new brands.

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