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EMARKETER

GenAI and the Consumer Purchase Journey

How Payment Providers Can Use GenAI to Personalize and Accelerate Commerce

Report by David Morris  |  Mar 22, 2024
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Executive Summary
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Table of Contents
Executive Summary
GenAI-powered innovation can provide payment providers with new revenue streams
Personalized marketing offers burnish the power of two-sided networks
Virtual assistant personalization could ignite conversational commerce
Personalization and less friction at checkout will boost purchase conversion
EMARKETER Interviews
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About This Report
Payment providers are tapping genAI to personalize marketing offers and virtual assistants while streamlining customer checkout. These tools could help providers monetize transaction data and help merchants drive sales.
Topics
Payments
Artificial Intelligence (AI)
Financial Services
United States
Table of Contents
Executive Summary
GenAI-powered innovation can provide payment providers with new revenue streams
Personalized marketing offers burnish the power of two-sided networks
Virtual assistant personalization could ignite conversational commerce
Personalization and less friction at checkout will boost purchase conversion
EMARKETER Interviews
Sources
Media Gallery

Generative AI (genAI) tech can personalize marketing offers and virtual assistants while improving customer checkout. Payment providers looking to bring their own tools to market should closely watch early movers and assess their revenue-generating opportunities.

Key Question: How can genAI-powered tools affect the consumer purchase journey and provide opportunities for payment providers?

Most Wanted Innovations Online vs. in Physical Stores According to Consumers Worldwide, Q2 2023 (% of respondents)
E-Mail ChartDownload

Key Stat: Consumers worldwide crave personalized product recommendations and services, as well as a frictionless payment experience, per a Q2 2023 Klarna survey. GenAI can help payment providers meet demand in both areas.

authors

David Morris

Contributors

Suzy Davidkhanian
Carina Perkins
Senior Analyst
Yoram Wurmser
Principal Analyst
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