The result
What a sales lift can and cannot tell you
A measured sales gain is genuine evidence. Reading it well means knowing what else the study found, what exactly was tested, and what still stands between a sale and profit.
One experiment among seven
That result was one of seven separate experiments in the study. Some other uses showed smaller gains, and two advertising tests showed no statistically detectable sales gain, which is not proof of zero. Different conditions and timing mean the results cannot be added up or ranked as one table of AI returns.
What actually transfers
What was tested is one particular chatbot against no live answer, so the study does not separate 'any answer' from this chatbot's design. What reasonably transfers is the shape: a customer with intent, friction, and a timely answer. The size of the lift stays with this setting.
Can delivery keep up?
Application, not a study finding: extra demand lands on whoever packs, ships, installs or serves it. If that team cannot keep up, orders can wait, mistakes can rise and refunds can follow, and the sales gain leaks away before it reaches margin. Check delivery capacity before you widen the test.
If you test an answer at a buying moment, decide in advance which sales you will count: orders delivered and kept, not chats or clicks.