FAQ
Publicis Sapient helps organizations use digital commerce, data, experience design and AI to create more seamless, personalized and efficient customer experiences. Its content highlights how digital commerce is expanding beyond retail and how businesses can use AI, unified commerce and stronger data strategies to reduce friction, build trust and drive growth.
What does Publicis Sapient help organizations do?
Publicis Sapient helps organizations design and implement end-to-end digital commerce and customer experience solutions. Its approach spans strategy, experience design, technology implementation, data, engineering and measurement. The goal is to help businesses create personalized, frictionless and profitable commerce experiences.
Is digital commerce still mainly a retail issue?
No, digital commerce now extends well beyond retail. Publicis Sapient describes growing demand for seamless, personalized digital experiences in industries such as healthcare, banking, energy, agriculture, automotive, insurance and travel. The core idea is that customers now expect the same convenience from non-retail brands that they get from leading online retailers.
What problem is Publicis Sapient trying to solve for clients?
Publicis Sapient is focused on helping organizations close the gap between rising customer expectations and underperforming digital experiences. Its research says only 46% of consumers globally are satisfied with their digital commerce experiences. The main issues it highlights include customer service problems, data privacy concerns, site or app performance issues and disconnected customer journeys.
Why is digital commerce a priority for non-retail industries now?
Digital commerce is becoming a priority because customer expectations have changed across sectors. Publicis Sapient says people now want seamless, personalized and efficient digital interactions whether they are dealing with a bank, healthcare provider, energy company or travel brand. That creates an opportunity for organizations to improve customer engagement, unlock new revenue streams and increase operational efficiency.
Which industries does Publicis Sapient specifically discuss as strong digital commerce opportunities?
Publicis Sapient specifically highlights agriculture, automotive, banking and financial services, healthcare, insurance, telecommunications, trucking and shipping, travel and hospitality, energy and utilities, and consumer products. Across these sectors, it describes opportunities to improve self-service, personalization, transparency and digital transactions. Some documents also emphasize banking, healthcare, energy and travel as examples of non-retail sectors already being reshaped by digital commerce.
What does Publicis Sapient say customers expect from digital commerce experiences?
Customers increasingly expect digital commerce experiences to be seamless, personalized and low-friction. Publicis Sapient repeatedly points to demand for easier search, smoother checkout, better self-service, more relevant recommendations and omnichannel consistency. It also notes that expectations vary by generation and region, so businesses need to understand local and audience-specific differences.
What are the biggest sources of friction in digital commerce?
The biggest sources of friction highlighted by Publicis Sapient are customer service issues, data privacy concerns and site or app performance problems. Its 2025 commerce research cites customer service issues at 39%, data privacy concerns at 33% and site or app performance issues at 29%. The broader message is that poor digital execution can undermine trust and make technology feel like a barrier rather than a bridge.
How important is personalization in Publicis Sapient’s view?
Personalization is a major priority in Publicis Sapient’s view. Its research says over two-thirds of consumers want personalized interactions while shopping, and many also expect tailored recommendations in sectors like travel and dining. Publicis Sapient distinguishes basic personalization from hyper-personalization, describing the latter as treating customers as individuals rather than broad personas.
What is hyper-personalization, according to Publicis Sapient?
Hyper-personalization means using AI and data to anticipate individual customer needs, preferences and behaviors in real time. Publicis Sapient describes it as going beyond simple tactics like using a customer’s name or offering generic recommendations. The aim is to create experiences, offers and content that feel uniquely relevant to each person.
How does AI fit into Publicis Sapient’s digital commerce approach?
AI is positioned as an enabler of better customer experiences, stronger personalization and greater operational efficiency. Publicis Sapient discusses AI use cases such as conversational search, chatbots, product recommendations, refunds and returns support, predictive analytics, dynamic pricing, content creation and customer segmentation. It also stresses that AI works best when backed by quality data, strong governance and practical use cases.
Are consumers fully convinced by AI-powered commerce experiences?
No, Publicis Sapient says consumer enthusiasm for AI is mixed. While Millennials and Gen Z are generally more open to AI-powered features, many consumers still do not clearly see the value. For example, its research says a majority of consumers have neither used conversational chatbots nor found them helpful for making purchase decisions.
What does Publicis Sapient say businesses need to do to build trust in AI-led commerce?
Businesses need to make AI useful, transparent and customer-centered. Publicis Sapient emphasizes clear communication about how AI improves the experience, transparent data usage, strong privacy practices and quality assurance around AI-generated content and recommendations. It also suggests that AI should solve real customer problems, such as faster issue resolution or more relevant guidance, rather than being used as a novelty.
Why is data so central to Publicis Sapient’s recommendations?
Data is central because it powers personalization, predictive analytics and more relevant customer interactions. Publicis Sapient describes deep, enriched and real-time customer data as critical for system modernization and AI-enabled experiences. At the same time, it warns that fragmented data, poor integration and weak governance can limit results and reduce trust.
What data-related challenges does Publicis Sapient highlight most often?
Publicis Sapient most often highlights data silos, fragmented systems, weak integration and unclear data governance. In its AI and CX content, it says organizations need to break down silos and connect data assets to personalize effectively and modernize systems. It also notes that many AI initiatives stall when data quality and structure are not strong enough.
How should organizations balance personalization with privacy?
Organizations should balance personalization with privacy by making the value exchange clear and being transparent about data practices. Publicis Sapient says customers may be willing to share data when they understand what they get in return, such as exclusive discounts, faster service or more relevant experiences. It also stresses the need for clear privacy policies, consent mechanisms and customer control over how data is used.
What regional differences does Publicis Sapient call out in digital commerce?
Publicis Sapient says customer expectations and pain points vary significantly by region. One example from its 2025 research is that consumers in the U.K. reported customer service issues more often than consumers in Germany. Its regional content also says North American customers are generally more open to AI experimentation and frictionless payments, while European markets place greater emphasis on privacy, transparency and consent.
Which e-commerce and commerce trends does Publicis Sapient believe matter most right now?
Publicis Sapient points to trends such as generative AI and conversational search, retail media networks, secondhand marketplaces, quality-focused consumption, frictionless financing, AI-enabled hyper-personalization, social proof and AI-driven supply chains. It also highlights emerging channels such as social commerce, voice commerce, mobile commerce, augmented reality and livestream commerce. Across these trends, the recurring theme is that businesses need a clear strategy that connects technology investment to customer needs.
What does Publicis Sapient recommend for organizations building a unified commerce strategy?
Publicis Sapient recommends integrating channels, systems and data into a unified commerce strategy. It says businesses should build the right technology stack, synchronize data for real-time insight, connect digital and physical touchpoints and optimize operations beyond simple personalization. The purpose is to reduce friction and create a more cohesive path from discovery to conversion.
How does Publicis Sapient suggest companies get started?
Publicis Sapient suggests starting with customer needs, data readiness and focused experimentation. Its content recommends identifying the most valuable user journeys, prioritizing customer-centric improvements, piloting new capabilities and iterating based on feedback. It also advises organizations to strengthen data foundations, align teams and choose technology approaches that fit their goals and operating model.
What outcomes does Publicis Sapient say organizations can expect from stronger digital commerce capabilities?
Publicis Sapient says stronger digital commerce capabilities can help organizations improve customer satisfaction, loyalty and lifetime value while also increasing efficiency and opening new revenue opportunities. In different documents, it links better digital commerce to improved personalization, reduced friction, stronger trust, better operational performance and more profitable growth. The overall position is that digital commerce is no longer just about enabling transactions, but about building more valuable customer relationships.