SAP Emarsys has launched a new tool designed to transform how brands recommend products and personalise customer experiences, AI Product Finder.

The rollout coincides with the publication of the platform's latest AI research, exploring Australian consumers’ perspectives on AI in retail.

The AI Product Finder is set to enable intuitive search of a brand’s extensive product catalog, allowing marketers and retailers to quickly locate and incorporate the most suitable products into their campaigns. This development comes as part of SAP Emarsys' commitment to an AI strategy that is trustworthy, ethical and empowering marketers to explore new realms of possibility in today’s marketing landscape.

"We are committed to an AI strategy that is trustworthy, ethical and empowering marketers to explore new realms of possibility in today’s marketing landscape. Through the integration of AI across our operations, SAP Emarsys aims to streamline intricate tasks, ensuring our clients are able to allocate their resources efficiently towards ROI and enhancing customer satisfaction," said SAP Emarsys Chief Revenue Officer, Thomas Harris.

The findings of SAP Emarsys' research underline that AI benefited Australian marketers, with 77% attributing a boost in customer engagement to AI and 72% reporting a boost in customer loyalty.

Sentiments from consumers were more mixed, with 66% highlighting the negative impacts of less human interaction and 46% saying that AI would never know them as a person.

While there were a number of positive impacts of AI on the shopping experience in terms of ease (36%), personalisation (32%) and finding new products (40%), the majority (74%) of consumers are still uneasy about AI's collection of personal data during retail purchases. 49% said trust in AI shopping experiences will improve if data privacy measures are enhanced.

"Customer privacy and trust is at the centre of all our AI developments. In our AI focus group, several leading brands indicated their concerns around data usage and AI in marketing, underscoring our research highlighting that both consumers and marketers have the same concerns. SAP Emarsys has responded with our commitment to uphold the highest standards of effective, efficient data privacy and voice our support for the EU AI Act," said Harris.