Information technology services and consulting company Cognizant has teamed up with e-commerce giants Google Cloud and Shopify on a new offering for enterprise retailers.

The alliance brings together the power of Shopify's commerce platform, Google Cloud's core cloud infrastructure and the client delivery of Cognizant's retail industry advisory and technology implementation specialists.

The driving force behind the alliance is a need for retailers to modernise and implement new technologies to deliver customers' real-time recommendations, shopping assistance and customised offers. This combined offering also aims to unlock the business value of technologies such as generative AI.

Google Cloud vice-president of strategic industries Carrie Tharp explained: “Consumer expectations are changing more rapidly as generative AI evolves the nature of digital experiences.”

Google Cloud has recently worked with retailers such as Puma and Revieve on their online shopping operations.

Cognizant senior vice-president and head of the retail business unit Sushant Warikoo added “hyper-tailored customer journeys, personal AI shopping assistants, fraud mitigation and sustainability” to the collaboration’s potential scope for change.

GlobalData’s retail industry intelligence forecasts that the global e-commerce market will be worth $9.3 trillion by 2027 due to democratisation, improved technology, new delivery services and wider internet adoption.