Taiwan's retail market has shifted from traffic growth to lean operations. The challenge facing businesses is no longer simply attracting traffic, but how to more efficiently manage membership, enhance the customer experience, and ensure sustainable operations. momo (Fubon Media Technology) announced a deepening partnership with Google Cloud, integrating AI technology to comprehensively upgrade three core applications: personalized recommendations, platform governance, and sustainable development, creating a smarter and more trustworthy shopping ecosystem.
Momo noted that the company, which introduced Google Cloud's BigQuery data warehouse service in 2019, is now capable of processing massive amounts of data in real time and transforming it into operational insights. Current applications incorporate advanced models such as Vertex AI and Gemini, comprehensively upgrading everything from marketing recommendations and search experiences to targeted promotions for members.
For example, momo's recommendation system is enhanced with deep learning models, combined with Cloud Run microservices. This allows product recommendations to be more tailored to actual shopping scenarios, significantly increasing the proportion of recommended products in revenue. The "Guess What You Want to Search" feature uses the Gemini model to analyze historical behavior and generate search suggestions, resulting in a 40% increase in click-through rates on product pages and a 30% increase in purchase conversion rates, significantly reducing manual processing time.
In marketing push, momo uses the "intelligent crowd selection" model to automatically identify the most suitable audience, increasing the push CTR ratio by 2 to 3.5 times and doubling the number of orders, making marketing effectiveness more accurate and immediate.
Regarding platform governance, as the number of "MO Store+" merchants grows, the demand for product classification, policy review, and violation detection increases. momo has integrated Gemini's semantic and multimodal capabilities into its product management system, increasing classification accuracy to 99%. It can also accurately detect tobacco product images and illegal products, significantly reducing the burden of manual review and ensuring platform compliance and consumer trust.
Regarding sustainability, momo uses AI to optimize packaging material usage, resulting in an average daily reduction of approximately 5% in cardboard usage and an 8% decrease in overall packaging costs. Furthermore, momo uses Vertex AI to design new cartons that increase loading efficiency for small or flat items, reducing resource waste and achieving ESG goals.
momo stated that Google Cloud's end-to-end AI platform and professional support enable businesses to quickly transform data insights into practical applications, continuously driving the intelligent and sustainable transformation of the retail industry. Going forward, momo will collaborate with more industry partners to explore innovative applications, continuously improving consumer experience and operational efficiency, and setting a new digital benchmark for the retail market.
AI is changing the retail industry in five ways
In addition to Momo's case study, at the "Commerce Forum: Intelligent Transformation to the AI Retail Cloud Era" event held today (9/18), 91APP also shared how it uses large-scale natural language models (LLMs) to understand user shopping intent. For example, AI analysis can identify whether users enter incorrect search keywords or refer to specific products, thereby allowing users' actions to more easily guide their actual purchase intentions. At the same time, it can also significantly reduce the large number of identification tags that may need to be established behind the e-commerce system, and even allow users to quickly find suitable products in a faster and more efficient way. On the other hand, it can also quickly assist in categorizing products and identifying whether there are any illegal products or descriptions.
Google also emphasized that AI is changing the retail industry in five aspects, including multimodal AI, AI agents, intelligent search, empowering customer experience, and ensuring security upgrades.
