AI, Unified Commerce, and MACH: The trifecta driving ecommerce in 2024

The implementation of transformative artificial intelligence-enabled technology investments is shifting the paradigm for how e-commerce businesses operate. Experts  estimate that two-thirds of service providers are already forming cross-functional initiatives to manage generative AI projects. By 2026, 75 percent will be using GenAI to create synthetic customer data, which will be generated by algorithms that mimic real-world samples.