Question

A retail company rolled out a gen AI product-description generator across its e-commerce team six months ago. Leadership now claims the tool 'drove a 12% increase in online sales' and wants to expand the investment. The analytics lead is skeptical because online sales also benefited from a new seasonal ad campaign and a website redesign during the same period. What should the leader recommend before attributing the sales lift to the gen AI tool and approving expansion?

Accepted Answer

Isolate the tool's impact using a controlled comparison (e.g., an A/B test or holdout group) so the sales lift can be causally attributed rather than correlated with concurrent initiatives

Answer

Approve the expansion immediately, since a 12% sales increase clearly exceeds any reasonable ROI threshold for the tool

Answer

Measure the number of product descriptions generated per week and report that as the primary business impact metric

Answer

Survey the e-commerce team about whether they feel the tool is helpful and use their sentiment as the ROI justification