For your life
Research translated into the decisions, services, and experiences that could actually change.
In a 117,304-session randomized field experiment at a European fashion retailer, checkout prompts about the environmental cost of returns reduced return shipments 2.6% without hurting sales; an AI targeting model suggested a 5.19% reduction versus no nudging by prompting only the shoppers most likely to respond.
In a six-day randomized field experiment with 12,635 new users on an Indian mobile-commerce app, a bilingual Hindi-English chatbot increased purchase odds by up to 87% but also raised uninstall hazard by about 76%, with the downside concentrated in more complex purchases.
In seven randomized field experiments on a cross-border ecommerce platform, GenAI improved sales in most workflows; the strongest pre-sale chatbot raised sales 16.3% and conversion 21.7%, and the positive deployments together implied about $5 in annual value per consumer.
In a randomized field experiment involving 553 workers managing more than 59,000 smart vending machines and 4,000 SKUs, limiting downward overrides to two SKUs per machine cut inventory 1.28% without reducing sales, whereas unrestricted overrides cut inventory 1.95% but reduced sales 1.19%.
In a randomized field experiment involving 72,587 consumers on a large ecommerce platform, trending prefilled search keywords raised purchase incidence by 10.4% and spending by 8.8%, while personalized keywords lifted them by 21.0% and 17.0%.
In a retail field experiment covering about 1,888 SKU forecasts, fully automated AI performed best for innovative products and short-term forecasts, but for established products over longer horizons, human augmentation cut forecast error from 1.59% to 0.78%.
In a randomized field experiment at a meal delivery company, giving some human support agents AI-generated reply suggestions cut response times by 22% and raised customer-sentiment improvement by 0.45 points on a five-point scale across 256,934 chats.
In a randomized field experiment on a leading livestream selling platform, giving shoppers an AI assistant increased sales by 3.00% and cut product return rates by 12.55%, suggesting better answers during checkout can reduce uncertainty instead of merely pushing more purchases.
