Retail trade will not be able to do without AI

Retail trade will not cope without AI, and the growing expectations of consumers, high competition or inflation force changes to keep the margin – according to the Salesforce report “Connected Shoppers”.

The report conducted among 8350 consumers and 1,700 decision -makers from the retail sector shows that retail sellers are struggling with many challenges – the growing costs of acquiring customers, returns of goods, inflation, fierce competition and changing consumer behavior cause a significant burden on margins.

It was stated that in response to these challenges, retailers focus on two main strategies: artificial intelligence and Unified Commerce – a concept integrating sales channels, customer data and operations on one platform.

It was indicated that while physical stores still play an important role, their share in shopping drops – from 45 percent. in 2024 to the forecasted 41 percent In 2026. At the same time, consumer digital expenses distract between Marketplaces, retailers, branded online stores and delivery applications – instead of focusing in one channel.

“In response to these changes, retailers increase investments in AI – 76 percent of them declare that during the year it will allocate more funds for this purpose. The area where artificial agent intelligence finds the widest application, customer service is customer service. AI agents may automatically respond to queries, follow orders or serve returns around the clock (…)”

At the same time, retailers plan to implement AI agents also in other areas: website optimization and marketing campaigns, training employees or management of storage.

It was stated that trade transformation does not apply only to companies. Consumers are also increasingly using AI – 39 percent. of them use artificial intelligence to discover products, and among representatives of the generation from interest reaches up to 54 percent. The Z generation is ten times more willing to use AI regularly than Baby Boomers.

When it comes to the use of AI agents, consumers are particularly interested in servicing loyalty programs and returns. The second most important case of using AI from a customer perspective – in accordance with retailers' priorities – is customer service. What's more, 63 percent Representatives of the generation expressed the desire for AI agents to buy products on their behalf. (PAP Biznes)

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