Grupo Boticário’s AI-accessibility journey for inclusive e-commerce (IDE202)
Boar's AI Accessibility Journey
Why Inclusion Matters
16% of the world's population, or 1.3 billion people, experience significant disabilities.
Exclusion in digital customer journeys can have significant consequences, as dissatisfied customers often share their experiences with 5-10 people, and younger generations are even more likely to avoid businesses that have not served their friends well.
Inclusive customer service, product offerings, and aligning business purpose with customer needs are crucial for serving diverse communities, including those with disabilities.
How Generative AI Helps
Generative AI can help scale personalized and inclusive experiences that were previously difficult to achieve.
Examples include generating customized content, increasing developer productivity, extracting insights from data, and creating new experiences to better serve customers.
Generative AI models continue to evolve rapidly, with new models being released frequently, necessitating the use of platforms like AWS Bedrock to easily integrate different models into applications.
Group Boar's Journey
Group Boar is a leading Brazilian beauty and retail company with 14 brands and a presence across various sales channels.
The company has made inclusion a priority, with 63% of their product launches incorporating diversity and inclusion elements, and a goal of reaching 60% by 2030.
Group Boar has developed innovative assistive technologies, such as a smart lipstick that uses AI to help visually impaired users apply makeup with precision, and accessible makeup brushes with tactile markings for those with upper limb disabilities.
Implementing Bedrock for Ecommerce Accessibility
Group Boar integrated AWS Bedrock into their ecommerce platform to automatically generate detailed descriptions of product images, making their online experience more accessible for customers with visual impairments.
The process involves using a Lambda function to send product images to the Bedrock API, which returns a text description that is then displayed alongside the images on the product pages.
This has led to improvements in internal search, SEO, and the overall accessibility of their ecommerce experience, with over 27,000 images described so far.
Group Boar continues to refine their approach, adjusting parameters like temperature to ensure the descriptions are accurate and factual.
Key Takeaways
Inclusion and accessibility should be a key priority for businesses, as it not only benefits those with disabilities but can also have positive impacts on broader customer satisfaction and loyalty.
Generative AI technologies like those provided by AWS Bedrock can enable businesses to scale personalized and inclusive experiences that were previously difficult to achieve.
Group Boar's journey demonstrates how a leading retailer can leverage these technologies to enhance the accessibility of their ecommerce platform and better serve customers with diverse needs.
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