Resistance to change: the application of AI to ecommerce

4 min read
Sebastián García, CEO of IDATHA, tells us about the latest trends in hybrid systems that integrate artificial intelligence into their processes.
Resistance to change: the application of AI to ecommerce

Artificial intelligence and data science are two increasingly important factors in the development of IT processes. Through data, its management, automation and machine learning, we see an evolution in digital processes, especially in ecommerce platforms. In this sense, Sebastián García sees a before and after in the beginning of the COVID-19 pandemic.

The pandemic and the health and social reality that it generated, involved a series of changes in processes and experiences in digital platforms, which resulted in the application of different techniques and tools that took them to a new level.

60% of the sales of some ecommerce platforms are the result of their recommendation engine, that is to say, the product of the use of artificial intelligence.

These contributions show ”huge developments” in ecommerce platforms. They take the platforms to a higher level, build a better user experience and achieve more efficiently the goals they set.

Barriers to AI implementation in e-commerce

However, despite the positive balance that we can foresee from the application of these tools, we have identified some barriers or objections that pose some resistance to the implementation of these techniques, mainly due to three aspects.

One of these aspects is of a cultural nature, linked to the way decisions are made in development teams. There is a shift from decision making based on proven experience to one based on data analysis.

Another aspect is related to having a digital operating model. This implies that the system makes decisions in an automated way, leaving aside the experience or decisions of those who integrate the organization, to do it from the integration of data in an automated way, from the use of data engineering.

Thirdly, the application of artificial intelligence. This factor allows us to obtain valuable information and develop models that allow us to make decisions automatically. This enables us to know what happens behind each action and procedure carried out by a user, as well as to foresee circumstances that allow us to anticipate different scenarios.

On the other hand, we can also find resistance in the digital transformation regarding labor reconversion or the evolution towards a digital production model. Sebastián García talks about these factors and the opportunities that are opening up despite this resistance in the latest episode of Ur. Listen to it here.


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