Unified Conversational Commerce: The Next Generation of Retail Customer Experience
Keywords:
Conversational Commerce, Generative Artificial Intelligence, Retrieval-Augmented Generation, Multi-Agent Orchestration, Edge Intelligence.Abstract
The retail industry is experiencing a fundamental transformation driven by generative artificial intelligence and conversational commerce technologies. This article presents a comprehensive architectural framework for unified conversational commerce systems that address the limitations of traditional e-commerce platforms. The proposed architecture operates through four interconnected layers: intent understanding through retrieval-augmented generation, knowledge integration via dynamic graph representations, multi-agent orchestration for specialized shopping journey functions, and comprehensive governance mechanisms for bias detection and consent management. Technical integration patterns leverage standardized orchestration adapters connecting enterprise systems, while edge computing capabilities enable rapid response times essential for natural conversational flow. The framework suggests potential advantages in customer experience through context maintenance, natural expression of complex requirements, and proactive recommendations, alongside operational efficiency gains. Implementation considerations address multilingual support, seasonal catalog volatility, and data governance challenges. By integrating conversational intelligence with transactional depth through modular enterprise-ready architecture, this framework enables retailers to deliver proactive, trust-centric digital companionship. This article presents an architectural framework based on established research principles. Performance characteristics represent design targets based on simulation rather than production deployment results.
DOI: https://doi.org/10.17762/ijisae.v14i1s.8231
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