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Generative Artificial Intelligence and Sales Productivity: Field Experiments in Online Retail
- Truvace record
- TRV-2026-2491raw data (JSON)
- Version
- v1Published
- First published
- Evidence type
- Randomized controlled trial
- Sources
- 1 sourcePeer-reviewed
- sha256
- 73f3c21956a6…check it
We quantify the short-term impact of generative artificial intelligence (GenAI) on sales performance through a series of large-scale randomized field experiments involving millions of users and products at a leading crossborder online retail platform. Over 2023–2024, the platform integrated GenAI into seven business workflows spanning customer service, consumer-product matching, advertising, and seller services. We find that GenAI adoption increases sales in most workflows, with effects ranging from no detectabl…
The gain
In randomized field experiments with millions of users at a cross-border online retailer, generative AI raised sales by up to 16.3% in most of seven workflows, worth roughly $5 per consumer a year across the four that worked.
What this doesn’t fix
The study measures only short-term effects at one cross-border retailer, and some of the seven AI workflows showed no detectable sales impact.
Sources
1 on file- Management Sciencedoi:10.1287/mnsc.2026.00623
Cite this record
v1Truvace Impact Record TRV-2026-2491, v1: “Generative Artificial Intelligence and Sales Productivity: Field Experiments in Online Retail.” Truvace, 2026-11-12. /record/TRV-2026-2491 (accessed on the day you copy it). sha256 73f3c21956a68715…
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