Generative artificial intelligence is preparing to transform in depth the retail such is the observation of the latest publication of the Échos Études "ia ia : the retail revolution ", which deciphers the potential of the AI to transform the customer experience and optimize operational efficiency.
Like other sectors, Continuous advances in generative AI will impact retail and e-commerce, ultra-competitive sector looking for differentiation levers. Faced with the new horizons that AI opens to stimulate growth, gain in competitiveness, Improve customer relations, The transformation is just beginning. AI applications in retail and e-commerce are vast and affect all trades. First of all, It offers new perspectives for the creation of innovative products or services. So, AI allows an advanced analysis of consumer behavior, of their interactions on networks, opinions, online queries and is able to, From this data, identify emerging trends or gaps in a market. It is an infinite source of inspiration by being able to create a multitude of proposals around the same idea for a new product. AI also allows you to go further in personalization with more precise recommendations produced, Ultra-targeted marketing campaigns, Custom offers. It transforms the purchasing course with new services (virtual fitting, diagnostic, Virtual assistant ...). The generative AI is also a powerful tool for improving the performance of a point of sale or the management of an after-sales service.
Many underlying challenges
Generative AI, major technological turn, therefore represents an opportunity for retailers not to be missed. However, Its use also raises many questions : Protection of personal data, Intellectual Property Management, Risk for employment, consumer distrust… brands must conduct a strategic and ethical reflection on its deployment and supervise uses, in order to take full advantage of it. The study, Thanks to the analysis of eight key retail sectors (food distribution, beauty, DIY, ameurably decoration, Purelivest Toys, mode, technical products, sports articles), allows you to answer the following questions : What are the key uses of AI in current retail practices and for what objectives ? What are the most relevant and highly potential applications by retail sector ? What are the opportunities to seize with generative AI to deploy competitive advantages and enrich the customer experience ? What are the risks associated with each application ? What are the most advanced retailers and e-merchants in their IA strategy ?
