APPLICATIONS
“ RETAILERS AND BRANDS MUST ALIGN THEIR OFFERINGS AND CAPABILITIES WITH THESE NEW CONSUMER EXPECTATIONS THAT HAVE
EMERGED FROM THE CRUCIBLE OF COVID ”
CAMILLA FREEMAN STRATEGIC ANALYTICS CONSULTANT
AI & ANALYTICS , IBM CONSULTING
Interestingly , these new expectations are found to be especially true for Gen Z , who use hybrid shopping more than any other generation . Reacting to this shift , retailers are rapidly increasing their adoption of AI technologies to improve customer experience and keep up with other industries .
“ Although AI usage has been increasing over a number of years , this has historically been largely with regard to improving customer experience and operational efficiency . However , during 2021 , 4 in 5 retailers surveyed by IDC1 viewed AI as being essential in each of eight key areas – although the figure for current usage was much lower with fewer than 2 in 5 in all bar one category . Digital commerce was the most popular of these areas with 43 % of retailers currently using AI and a further 40 % planning to use AI in the next 12 months ,” says Freeman .
“ IDC research suggests that only two years ago , retailers viewed use cases for AI as being more visionary and less critical in the near term . Since the pandemic and the dramatic shift toward digital engagement , in addition to highly publicised supply chain challenges , AI is now becoming a high priority among retailers ,” she continues . aimagazine . com 63