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Natural products retailers have long been the cornerstone for those seeking healthful, organic options, building deep, authentic relationships with their customers. This tradition might seem diametrically opposed to the wave of modern, AI-driven tech. Yet, in today’s fiercely competitive market, differentiation lies in adopting such innovations. Artificial intelligence need not be the exclusive domain of Silicon Valley behemoths. Let’s unravel AI’s complexities and reveal how it can become your competitive edge.
Artificial intelligence has been at the forefront of public discourse, evoking as much excitement as it does debate. The vision for AI is often likened to the ship’s computer from Star Trek or a step toward the futuristic ease many of us watched as kids on The Jetsons. At last, we’re seeing computers that understand and respond to our commands simplifying our daily routines.
A report by the Small Business and Entrepreneurship Council (SBEC) recently showed that nearly half (48 percent) of small businesses started using AI in the past year. At its core, AI has the power to level the playing field. It is the ultimate democratization of technology. So, what does this mean for natural retailers?
Introducing: AI
Artificial intelligence (AI) is like having an extra team member that never sleeps. It’s about creating smart computer systems that can take on tasks we thought only humans could handle, such as making sense of natural language, learning from what happens day-to-day, making smart decisions, recognizing patterns or images, and improving over time by learning from data.
Machine Learning: AI’s Powerhouse
Think of Machine Learning (ML) as the method AI uses to get smarter. It’s the engine under AI’s hood, teaching systems to identify patterns, analyze data, and make predictions, all without being explicitly programmed on how to do it.
Each AI platform will use different libraries of knowledge to fuel their responses. While the user interface and experience may seem similar, it is the behind-the-scenes engine of machine learning libraries that differentiates many tools from one another.
There are also philosophical differences between these AI models. Some platforms maintain strict rules for the types of data that can be used to “train” an AI, while others are more open-ended.
What AI Can Do For You
For natural products retailers, how you choose to use AI is up to you. At the very least, these systems can help you understand your customers better, improve your ability to produce content for your website or social media, and even help predict trends in the marketplace.
• Bookkeeping:
Some experts believe that more than 80 percent of accounting functions will someday be automated using AI. New tools like Zeni.ai promise to simplify the most repetitive tasks, including sorting and organizing transactions, reading receipt and invoice data, and matching expenses to transactions. These tools can also analyze patterns in data to identify fraud or unusual transactions. When properly implemented, these tools can improve upon accuracy and offer additional capabilities and cost savings compared to traditional practices.
• Demand Management:
The intersection between brick-and-mortar independent retailers and Amazon may not be an obvious one, but the ecommerce giant has developed a series of technologies that can be implemented by retailers. For those comfortable sharing their data—and this is a real concern—Amazon Forecast utilizes Amazon’s proprietary technology to import your data and develop a model to predict trends in consumer purchases. It is incredibly effective at predicting how products will perform and how demand may shift due to various factors. Unfortunately, this service does require some technical know-how to implement. Simpler models are emerging and will soon become commonplace.
• Customer Service:
The same conversational technologies available for content creation can also be utilized on a retailer’s own website as a chatbot. This never-sleeps customer service agent can educate your customers and even recommend specific products and solutions. However, be cautious. Many of these tools are just emerging, and when in the business of health, it is crucial that you aren’t offering advice you don’t intend to give. In addition, these tools often cannot be limited to operate within the stringent regulatory constraints of our industry. They don’t understand DSHEA (Dietary Supplement Health and Education Act of 1994), for example.
AI and Marketing: AI Chatbots
These are the most accessible starting point when exploring AI for the first time. Conversational by design, these tools facilitate interactions akin to communicating with a real person.
• ChatGPT—Leading the AI Revolution: ChatGPT has been pivotal since its launch in November 2022, driving the surge in AI adoption. It’s available in versions like the complimentary GPT 3.5, which is trained on data up until January 2022, and the more advanced GPT 4.0—a subscription-based model that accesses the latest data. The more you engage with ChatGPT, the more it refines its responses to your queries. ChatGPT also integrates with a multitude of third-party extensions, enhancing the platform with significant automation and capabilities.
• Google Bard—Google’s AI Innovator: Google joined the AI chatbot field in March 2023 with Bard, offering an alternative approach to problem-solving and solutions. Equipped with a broad knowledge base and linked to Google Search for up-to-date data, Bard is crafted to incrementally enhance its interactions over time, although it may not be as dynamic as ChatGPT.
• Claude—AI With Ethics: For those concerned about AI ethics, Claude may be a good solution. Developed by early members of the OpenAI team, this spinoff is built on a foundation of “constitutional AI,” essentially, it follows a series of principles of privacy, freedom and opposition to inhumane treatment to create a model that is safer and more responsible compared to many other alternatives. Content Marketing Tools
• Jasper.ai and Copy.ai: While chatbots are adept at producing long-form content, these platforms are specifically tailored for copywriting. They possess distinctive features to embody your brand voice and generate consistent content for your business.
• Grammarly: Spelling or grammar errors in your content can be mortifying. Grammarly is an enhanced spell-check tool, surpassing the capabilities of most in-built software in document editors.
• Descript: In the realm of social media, video reigns supreme, and AI is making its mark here as well. Descript allows you to edit videos as if manipulating a text script, substantially easing and accelerating the editing process. Dislike a segment of your video? Simply delete it from the script. Should you misspeak during a recording, Descript can mimic your voice to correct the spoken words to match your intended message.
• Canva/Adobe Express: These are simple tools that can help you design your social media and web content. Extremely easy to use, they have a large library of templates that can be customized. They have also begun to implement AI for image generation, as well.
• Bonus Mention: ApexComplianceProgram.com: AI’s scope extends beyond customer interaction; it’s transforming compliance, too. Asa Waldstein’s ApexComplianceProgram.com is becoming recognized in the natural products sector. Suitable for both brands and retailers, this AI-powered service scans online content, documents and videos for potential compliance violations, identifying FDA/FTC (U.S. Food and Drug Administration/Federal Trade Commission) red flags and advising on content revisions to minimize risks.
Using AI: Prompting is Crucial
Our interaction with computers has progressed dramatically—from scripting in DOS to navigating modern graphical user interfaces across various operating systems. Effective communication with these systems has always been crucial.
AI requires a comparable approach. Initially, it’s simple: input a question or prompt, and AI, such as ChatGPT, will generate a response. Nonetheless, the true merit of AI lies in discerning the nuances of your inquiries.
To tap into an AI’s full potential, context matters. Instead of asking for “five social media post ideas on food intolerances,” which yields generic responses, provide specifics about your identity, perspective, audience, and the tone you’re aiming for. A detailed prompt might read: “As a social media manager for a natural product store, devise five posts on food intolerances targeting affluent mothers over the age of 45. The content should be optimistic and light-hearted, offering advice on dietary supplements like enzymes.” This tailored approach delivers content that’s bespoke for your brand.
Remember: AI Creates a Lot of Noise—Not Always Engagement
Capturing consumer attention has always posed a challenge. In 1859, the “marketing rule of six” was first articulated by an article in the Weekly Constitutionalist of Augusta, GA, outlining the various stages a consumer experiences before making a purchase. With the passage of time and an increasingly crowded advertising landscape, this concept evolved. By the 1930s, it had become the “rule of seven.” Today, it’s estimated that an advertisement needs to be seen more than 20 times to effectively sway a consumer’s purchasing decision.
While AI has the capacity to generate a substantial volume of content, this does not automatically equate to engaging the reader or viewer. It is incumbent upon businesses to craft content that not only reaches but also genuinely engages and resonates with the audience.
Authenticity plays a crucial role in garnering consumer interest, especially against the backdrop of today’s advertising deluge. Narratives that are heartfelt and genuine, testimonials from customers, and a showcase of your staff and company values often create a more meaningful connection with your audience. It’s important to note that your competitors may also be leveraging the same AI tools. Therefore, it’s not solely the content you produce that matters but also how you distinguish your narrative. Your distinctiveness is a strategic asset—embrace it and ensure that it is reflected in every piece of content you disseminate.VR
Ryan Sensenbrenner leads marketing at Enzymedica, Inc. His expertise spans a range of marketing fields, from retail to ecommerce, and he maintains a special emphasis in branding and customer centricity. He has worked with retailers across the country to help them better market the strengths of their businesses, driving increased revenue and brand recognition within their communities. In addition to his role at Enzymedica, Sensenbrenner serves on SENPA’s Board of Directors, and is currently completing the Chief Marketing Officer certification program at Northwestern University’s Kellogg School of Business.
