While there has been a great deal of focus on the growth of digital channels, perhaps the more important story is the pace of innovation at e-commerce sites. Businesses are competing to add new capabilities that enhance the shopping experience, and they must find new and compelling features that boost customer loyalty and conversion rates.\nArtificial intelligence is one of the technologies having a tremendous impact on e-commerce today. But just tacking an \u201cAI\u201d label onto a product feature isn\u2019t a valid approach to delivering customer value. That\u2019s why Adobe is constantly working to identify new ways to enhance its Magento Commerce platform with Adobe\u2019s AI and machine-learning technology, Sensei. Adobe Sensei promotes rapid, automated decisioning that supports responsive, real-time interactions to increase customer conversion rates and average order sizes. AI is a means of improving specific aspects of the Magento Commerce platform.\nThe effective use of AI is highlighted in the company\u2019s recent announcement of its visual similarity recommendation type in Product Recommendations and Live Search features. Both capabilities provide differentiation and a noticeably superior customer experience.\nVisual similarity recommendation type in Product Recommendations for Magento Commerce allows a merchant to provide suggestions for products that are similar in appearance to an item that a shopper has already shown interest in. This use of visual AI provides an entirely new way to make recommendations compared to other recommendation types like \u201cmost frequently bought\u201d or \u201cthis goes with that.\u201d Adobe Sensei uses visual AI to understand and process product images automatically \u2014 with no manual intervention required from the merchant to \u201clearn\u201d the product attributes.\nThis new recommendation approach allows a brand to showcase a wider range of items and provides customers with a broader range of options. It also makes it possible to showcase more items within each search and to show products that have been categorized differently. For certain e-commerce scenarios, this type of search and recommendation functionality is much more valuable than using product descriptions or specific search fields to increase customer conversions.\nAnother AI-enhanced capability that Adobe is working on delivering is Live Search. The quality and usability of the search function can make or break an e-commerce site. If customers can\u2019t find what they want, they aren\u2019t going to make a purchase. An Econsultancy study shows that in addition to improving the customer experience, a properly executed site search feature can result in a more than 50% higher conversion rate. Live Search delivers lightning-fast search results and can use AI to learn how a customer searches to optimize results. Used in combination with the Product Recommendations feature, it can provide a more complete experience for a site visitor. Live Search also makes it possible to \u201csearchandize\u201d the process of bringing up product recommendations as more information is added to the search field.\nWith these two new capabilities, Adobe is demonstrating how Adobe Sensei provides specific improvements and new functionalities to Magento Commerce customers. These features also provide clear advantage and effective differentiation for brands that implement them.