CEO Parham Aarabi explains how Pre’s AI technology accurately predicts and adapts to consumer behavior.
Parham Aarabi, chief executive officer and founder of Pre, took the stage at the Apparel & Retail CEO Summit to share the impetus behind launching his company, which helps retailers optimize their websites based on simulating consumer behavior.
“There are new technologies and buzzwords in the beauty and fashion industries, but the key question is: Do they work?” Aarabi said. “And perhaps a more relevant question is: Do they work for your unique brand and your unique audience?”that often performed “very differently on different sites, and often different sites would have that have the same demographic and similar audiences but would have very different conversions.
“First, we start with screenshots of a site — you actually take every page of the site,” he explained. “Then we decompose the site of every element and every image and every button, and so on, for each of these. The AI then analyzes how likely users will interact with an item — including placement and size, but also user intent.”
Aarabi said the “fun starts when you make site changes around the user experience and redo the AI simulations. And within seconds, it tells you how the changes impacted conversions. And by using mockups, you don’t have to implement any code or anything. The AI tells how changes helped or hurt conversions.”
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