Is AI retail’s friend or foe?

Generative AI is the latest buzzword to trend its way across the globe. Supercharged by the popularity of the ChatGPT tool released in November 2022, the world’s largest companies have all accelerated their development and adoption of AI into their products and services. It is clear, amidst the hype, that we have reached a real milestone in its development amidst rocketing use. While not necessarily a completely new technology, the traction we are now seeing is undeniable and won’t be slowing down for a while yet. Amid all the discussions, from efficiency boosts to apocalyptic scare-stories, will AI be a friend or foe to the retail world? Retailers and brands have been investing heavily in digital transformation projects for the past decade, recognising that being at the forefront of relevant technologies improves brand perception, the customer experience, and brings tangible benefits to the bottom line. Retail has been an early adopter of AI As a result of this, retail is historically no stranger to AI, with some of the first uses being in interactive chatbots that have been able to help streamline customer service. Although initial uses may have been relatively small scale in stature, the momentum is building and globally the market for AI in retail is expected to grow from the $4.8bn it was last year to $31.2bn by 2028, highlighting just how impressive the forecasts are. The current economic turbulence and high inflation has hit consumer demand, meaning that competition within retail for both sales and share of voice is fierce. Businesses will, and should, be looking to AI in order to increase their effectiveness both in-store and online. Being at this cutting edge does require an investment and the costs required to develop AI have been a barrier to entry for many in retail. However not taking action could prove most costly in the long run. There are clear tangible benefits in efficiency, customer satisfaction and future profits. All of this means brands who take the leap can be in a hugely advantageous position to succeed if the technology is implemented successfully. Positive sentiment among consumers For consumers, awareness of AI in general is growing and the overall sentiment is positive despite any ominous warnings. According to a recent survey by PC Mag 67% of people already believe that it will change society greatly, with 62% of Millennials or younger agreeing that the impact on their line of work will be positive rather than seeing it replace them. Many such consumers will now expect retailers and brands to be adopting the technology in some way or form. There is a very real risk that if you do not experiment you could be left behind by rivals. This desire from shoppers is only set to grow, once they start to realise the real benefits of AI on their purchasing experience. Game-changing personalisation The concept of personalisation has long been one of the key aspects of a top-tier 21st century customer experience. According to recent research from Klarna 65% of consumers want their experience to be more personal in the future. The benefits that AI tools can bring to personalisation could be truly game changing. Being able to crunch vast amounts of data to then provide highly accurate product recommendations on the go is just one such example of how such technology could be leveraged. Imagine an online store that was able to guide customers through their shopping journey, answering questions and curating device recommendations that fit the needs of the consumer from discovery to purchase. Boosting retail efficiencies From the retailer and brand perspective, the ability for AI to work effectively with large datasets also lends itself to behind the scenes operations. Stock management and improvements in the supply chain can save retailers money as well as boost profits through dramatically improved efficiency. This is something that Next has already been implementing within its merchandising supply chain, allowing AI to utilise its data to forecast stock levels and plan distribution accordingly. Importantly, CEO Simon Wolfson highlighted that he believed using AI like this is not at the expense of a real merchandising team. In Next’s case, the technology is being used to enhance their team, allowing merchandisers to spend more of their time on spotting trends and stock analysis. Positive impact on the High Street Further adoption of the technology will also impact positively on the high street. Again utilising valuable shopper data, AI technology could be used to generate insights that could then power hyper-relevant upselling opportunities, better stock placement in stores, and interactive POS. AI presents a multitude of benefits and untapped potential, both offline and online. It holds the key to realising exciting possibilities and enhancing customer experiences with your brand. So is AI retail’s friend or foe? I think the positives surely outweigh the negatives when it comes to the long term outlook. There are certainly valid concerns around costs, maintenance and certain roles being affected in future. However most use cases point to the fact that retail has to keep embracing new technologies in order to succeed in the future. Being ahead of the trends is after all how good retailers have always succeeded in the past. This is particularly true in an ongoing environment of economic uncertainty, where every advantage gained really matters. This is especially the case with all indications pointing to the AI bubble continuing to grow exponentially over the coming years, across all aspects of our lives. It appears we are just scratching the surface when it comes to the benefits and ROI that AI could bring to both the physical channel and online within retail. It can help set you apart from your competitors and allow you to be dynamic and efficient en route to profitability. AI should be embraced, not feared.

Is AI retail’s friend or foe?

By Tom Harwood, Data and Insight Manager, creative customer experience marketing agency Gekko

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