Generative AI and Sales Productivity: Field Experiments in Online Retail 文章

arXiv:2510.12049v4 Announce Type: replace-cross Abstract: 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 cross-border online retail platform. Over 2023-2024, the platform integrated GenAI into seven consumer-facing 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 detectable impact to $16.3\%$, depending on GenAI's marginal contribution relative to baseline firm practices. Across the four GenAI applications with positive sales effects, the implied annual incremental value is roughly $\$5-$an economically meaningful impact given the retailer's scale and the early stage of GenAI adoption.