A few years ago, we talked a lot about how good product copy should be written. It needed to be easy to read, divided into headings, subheadings, and body text, so the eye could quickly scan the content and find the relevant points.
That approach was correct. But customer behavior has changed faster than the way we communicate information.
Today, very few people want to read long explanations at the moment of purchase. Not because the information is unimportant, but because time, attention, and patience are limited. The customer does not want to read their way to an answer. The customer wants the answer.
Product texts rarely fail on quality, but on attention
In most e-commerce solutions, the product information is actually both correct, thorough, and well structured. The problem is rarely the content itself. The problem is that the customer does not have the energy to decode it at the exact moment when a decision must be made.
This is especially true for technical products, where the information can be heavy and difficult to overview, even though it is present. It also applies to more experience-based products, where a good description inevitably becomes long and detailed.
We are busy. We want to be inspired, but we also want to be guided. Preferably without having to search.
From reading to service
This is where the shift happens.
Instead of expecting the customer to find, read, and understand the information themselves, we are moving toward a reality where the customer is being served. Not by a salesperson, but by a digital advisor that can provide concrete answers to what the customer asks.
An AI chat does not change the product information. It makes it accessible. When the customer can ask a question and get a clear answer immediately, uncertainty decreases. And when the answer is easy, the purchase becomes easier.
When product data starts working actively
In practice, the answers already exist within the business. They are found in the ERP system, in product descriptions, in attributes, in PIM data, and in the definitions the company already works with.
The challenge has never been a lack of data. The challenge has been making it usable at the moment of purchase.
When product data is made accessible through an AI chat, its role changes. It goes from being passive information to active advisory. The long texts do not lose their value. On the contrary. They become relevant again, because AI can interpret them and deliver the essence when the customer needs it.
AI as a natural part of e-commerce
At CURABIS, we work with AI as an integrated part of the e-commerce solution, not as an add-on or an experiment. The AI chat is built on the structure and definitions that already exist in Business Central and speaks the same language as the business.
This means, among other things, that:
- Navigation and context follow the customer’s own menu and category structure
- Concepts such as offers are understood unambiguously based on ERP definitions
- Product and PIM data are used actively in the dialogue with the customer
The result is not more information, but better answers.
The business value at the moment of purchase
When the customer gets the right answers at the right time, something decisive happens. Friction in the purchasing process decreases. Doubt is clarified before it grows. Decision time becomes shorter.
This is where the value is created. Not because AI replaces people, but because it makes existing knowledge usable precisely when it has the greatest impact.
The question, therefore, is not whether customers want AI in e-commerce. The question is how we best make our product data purchase-ready in a world where no one wants to search for the answers themselves anymore.
