arXiv:2510.12049v5 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
This research provides early empirical evidence from large-scale field experiments, validating the tangible productivity impacts of GenAI in commercial settings.
It quantifies the immediate, positive impact of GenAI on sales productivity across diverse business workflows, moving beyond speculative claims to concrete financial outcomes.
Businesses now have clearer data on how Generative AI can directly enhance revenue and efficiency, guiding strategic integration and investment in AI tools.
- · Online Retail Platforms
- · Generative AI Providers
- · E-commerce businesses
- · Sales & Marketing Software
- · Businesses slow to adopt AI
- · Traditional customer service roles
- · Manual marketing agencies
Increased investment in GenAI solutions across sales, customer service, and marketing functions within online retail.
Broader adoption of GenAI in other service-oriented sectors seeking similar productivity gains, leading to demand for skilled AI implementers.
Re-evaluation of workforce composition and skills requirements as AI automates and augments traditional sales and support roles, potentially leading to new job categories focused on AI management and optimization.
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Read at arXiv cs.AI