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In the world of e-commerce, digital images are everything. A new platform is using artificial intelligence (AI) to give brands the ability to “eyeball” their target audience’s visual content in real time.
The visitThe provider of image analytics software for global brands and retailers, uses organic interactions with millions of consumers’ online commercial imagery to develop new AI-powered models of their visual preferences, called Vizit Audience. Called Lenses. The goal is to ensure that the images the brand uses to represent its products online are effective in capturing the attention of the intended audience and triggering sales conversions.
Vizit is the latest entry into the crowded digital shelf space, which refers to the place where products are made visible and available for purchase online. This includes the brand’s own product pages as well as third parties, social media outlets, banner and mobile ads and Google.
The digital shelf is considered one of the most important elements of e-commerce, and as brands look to cut costs, advanced predictive AI image analytics allow them to instantly predict where a product is going across different channels. How the image will perform and better understand customer expectations.
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Vizit today announced a $10 million Series A round led by Infinity Ventures and BrandFoundry Ventures to expand its visual brand performance platform. The round also added new investors e-Gateway Capital and several CPG, retail, and technology executives, in addition to existing investors including Lakefront Partners and Loeber & Co., the company said.
How Vizit’s predictive image analytics work.
Jahan Hamidi, founder and CEO of Vizit, told VentureBeat that 99% of brand marketers and e-commerce leaders are probably unaware that they have a problem with their digital images.
“And as a result, many of them are leaving millions of dollars on the table,” Hamidi added. “Just imagine the world before Google. Businesses didn’t know what their search rankings were or how important the SearchRank metric was to their digital success until it became available. Then those metrics A whole new economy emerged overnight to report and improve.
That’s the idea behind Visit Scores, which are generated after users upload photos to the Visit platform, Hamidi said. The software automatically analyzes these images using AI models called AI Audience Lenses, which view and evaluate them for the intended audience.
Proprietary scores are generated in real-time with automated and predictive image analytics through a web-based interface. The score is designed to show what demographics appeal to a picture, what drives their preferences, and where attention is directed, he said.
For example, “Imagine you’re a brand marketer, e-commerce leader, or designer at L’Oreal and you want to know if your product images and design can attract and convert a given audience. I’ll be successful,” says Hamidi, like millennial female consumers. “You also want to know what the visual trends are in your category, and what your competitors are doing with your target consumers. Resonate.”
He said that the purpose of the Vizit platform is to make this possible.
“Customers can review the quality of their existing images to adjust and improve their images, and for new e-commerce, marketing and product development initiatives to maximize performance with their target audience,” Hamidi said. Vizit’s AI uses image analytics to select images that have the potential to.” .
The goal is to understand how consumers will react to the content, how the brands’ content compares to their competitors, and what design elements will capture the attention of the target audience, make the product stand out on the digital shelf, and will dominate the category. E-commerce conversion levels
Brands succeeding with Vizit’s AI platform
“Prior to Visit, Mars never had a way to determine the images and design elements that contribute to a transformation,” Roman Vorobyov, global director of design and artwork management at Mars Inc., said in a statement. “Vizit gives us an anchor point to gauge how relevant and effective our images are to our audience, and we’ve proven that a higher Vizit score on our content leads to 30% more sales at major retailers. units.”
Mars is now reporting its visitor scores in about a dozen countries, Vorobyov said.
According to the company, Vizit has enterprise customers in 10 countries across various industries, including the 10 largest food and beverage companies, the largest motorcycle manufacturer, and the world’s largest cosmetics and beauty company.
“Every industry you can think of depends on successful visual communication and visual brand building,” Brian Supley, general partner at BrandFoundry Ventures and founder of Bonobos & Trunk Club, said in a statement. “Vizit has forever changed the way products are sold, market research is conducted, campaigns are executed, new products are conceptualized, and brands are built.”
With the Series A funding, Vizit will continue to invest in expanding the platform’s capabilities to serve its Fortune 100 customers and expand Vizit’s international presence, Hamidi said.
Viewing on the digital shelf
According to web analytics firm Similarweb, for companies like Vizit to gain traction in the digital shelf space, they need to understand customer needs and optimize their pages accordingly to create a better online shopping experience than their competitors. Experience will be required. Blog post.
There are several ways to do this, including investing in SEO for better visibility, focusing on the right digital shelf metrics and enhancing visual content.
“You can have a great brand and fantastic products, but these two things alone will not guarantee that you will conquer the digital shelves in 2022,” said Similarweb. This requires “a strategy that directly addresses the idiosyncrasies of digital shopper behavior and discovery in the digital shopping space.”
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