How AI gives small businesses an edge

AI is capable of giving anyone the tools to supercharge their productivity and try new things. For small and medium-sized businesses, that can be a lifeline. 

Guang Li, the general manager of Rokt Aftersell, the SMB unit of the ecommerce technology company, calls AI a "force multiplier" for these businesses. Often operating with lean teams and little technical expertise, AI can create measurable impact without the complex set-up process. 

At Rokt, AI is fundamental to helping these businesses shape their customer experiences, allowing them to take advantage of the short window between checkout and post-purchase by understanding customer intent and offering something they might actually use. 

And will likely only grow more seamless. For instance, Li noted, instead of small businesses having to navigate dashboards, build reports and take action on large amounts of information, AI can act as a translator, answering questions directly and offering clear advice. And in the age of agents, these systems can start taking actions on behalf of these businesses, something that could be especially helpful for small companies without dedicated growth, data science, or optimization teams. 

"The technology will not just report what happened. It will help merchants understand why it happened and what they should consider doing next." 

The spirit of democratization is echoed in Li's own career. Though he started out in finance, he moved into an operational role before becoming the Aftersell team's general manager. Overseeing a product and engineering team for the first time would typically present a "significant barrier," he said. But AI has opened access to a well of technical knowledge.

"It does not make me an engineer, but it helps me understand technical issues faster, ask better questions, collaborate more effectively with our product and engineering teams, support our customers, and make more informed decisions," said Li. 

But with this kind of power, trust is increasingly important, said Li. At Rokt, that means giving these businesses the same level of control that is afforded to large enterprises, allowing them to establish clear boundaries for how the tech operates within their organizations, rather than forcing them to hand over control. 

Things like determining which products, offerings or partners appear during the checkout experience allow merchants to remain in the driver's seat. 

"AI can make faster decisions and help merchants achieve better outcomes, but merchants need to remain in control of their customer experience," said Li. "They decide what is appropriate for their brand and business objectives, and AI learns, tests, and optimizes within those approved boundaries."

Learn more about Rokt Aftersell