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Rokt's Measurement-First Approach Enhances Checkout Experiences

In the vibrant world of e-commerce, Rokt stands out as a trailblazer, leveraging artificial intelligence and machine learning to revolutionize how transactions are conducted online. Recently, the company unveiled its unique measurement-first approach aimed at improving the customer experience during the critical transaction moment. With this initiative, Rokt seeks not only to increase conversion rates but also to create a shopping experience that feels both seamless and personalized.

The Core of Rokt's Strategy

At the heart of Rokt's strategy is its AI Brain, designed to enhance contextual relevance at the checkout stage. This sophisticated system assesses the best moments to showcase first- and third-party cross-sell opportunities, all while maintaining a focus on relevance and quality. As Claire Southey, Rokt's Chief AI Officer, aptly describes, the company's ultimate goal is to utilize AI to present offers that genuinely add value to the customer's experience, thus making transactions more engaging and effective.

During checkout — often viewed as a high-intent yet high-risk moment — it becomes crucial to strike a balance. Presenting too many offers can easily distract customers from completing a purchase, while showing irrelevant products can drive them away entirely. Rokt's system addresses these challenges by adhering to strict quality thresholds for any recommendations it provides. If an offer does not meet these standards, Rokt wisely opts to present nothing rather than risk compromising the customer experience.

Embracing Distributed Commerce

Additionally, Rokt is paving the way for what it terms as “distributed commerce.” This model enables third-party cross-sells while ensuring that shoppers remain engaged in the purchase journey. Instead of redirecting customers away from the checkout process to different web pages, Rokt introduces seamless