US ecommerce technology company Rokt has shared how its AI Brain enhances contextual relevance at checkout, using a measurement-first approach to improve customer experience whilst driving conversion according to a PR Newswire report.

Rokt's AI Brain evaluates when and how to present first- and third-party cross-sell opportunities during checkout, prioritising relevance, trust, and performance. When quality thresholds cannot be met, systems show nothing, ensuring seamless experiences.

Claire Southey, Chief AI Officer at Rokt, stated checkout represents one of the highest-intent moments in ecommerce, with focus on measuring what matters, enhancing customer experience through relevance, and using AI to surface only offers adding genuine value at that moment.

The company supports distributed commerce, enabling third-party cross-sells that keep customers within purchase experiences through in-flow mechanics rather than redirecting shoppers off-site. A core principle involves enforcing minimum quality standards for every recommendation, with potential third-party cross-sells evaluated in auctions but potentially not shown if minimum reserve quality thresholds cannot be met.

Key elements include partner controls and inventory governance, measurement-first optimisation monitoring conversion metrics, first-party data utilisation under appropriate legal and ethical frameworks, richer behavioural modelling, embeddings and semantic understanding, and low-latency inference delivering relevance decisions thousands of times per second.

Rokt's trusted, scaled network powered over 7.5 billion transactions in 2025 across thousands of leading ecommerce businesses. In 2024, Rokt saw revenues grow by over 40% year-over-year to USD 600 million (€510 million), recently announcing partnerships with PayPal, Fanatics, Ulta Beauty, Cineplex, Albertsons, and Macy's alongside acquisitions of Canal, mParticle, and Aftersell.

Explore how AI-driven relevance measurement transforms ecommerce customer experience in the complete article.