Even recently, artificial intelligence was viewed with caution in retail. Today, agentic AI – artificial intelligence systems designed to act autonomously – is emerging as a strategic lever, both to streamline the customer experience and to relieve front-line teams. If consumers remain divided on its use, professionals are already seeing concrete gains in productivity, in efficiency and customer satisfaction. Lighting by Ian Tickle, hief of global field operations at business software publisher Freshworks.
In a sector with tight margins and marked seasonality, agentic AI offers a concrete response to operational challenges. In 2024, 71% of retail employees say they use agentic AI every week, making the sector one of the most advanced in terms of adoption. Les chatbots, especially, have become essential : 57% of employees consider them essential to managing their workload, and 61% believe that their service has become more efficient thanks to these tools. During peak periods, like the end of year celebrations, some brands saw their volume of customer requests jump by 30%, while reducing processing time by 20%, resulting in a 25% increase in customer satisfaction. Agentic AI thus acts as a shock absorber for activity peaks, without compromising quality of service.
The right AI for the right function
However, these results directly depend on the quality of the tools deployed. Many current reluctances come from past experiences with poorly adapted solutions, which disrupted the customer experience more than they improved it. To take full advantage of it, it is therefore essential to choose the right artificial intelligence for the right task. New generations of solutions, more sophisticated, allow teams to gain fluidity and increase their processing capacity, while preparing for the arrival of autonomous agents capable of handling high-volume requests on their own.
Better supported employees
The effectiveness of agentic AI relies on an implementation designed for humans. This involves choosing the right tools, increasing the skills of teams and establishing clear rules of use. Too often, poorly deployed technologies could have generated frustration and distrust. Conversely, when it is well integrated, agentic AI becomes a real co-pilot for agents, making their daily lives easier and strengthening their role. It allows newcomers to train more quickly, meets the expectations of the most tech-savvy generations and contributes to retaining talent in a sector historically marked by high turnover. Les chatbots, far from replacing humans, support them in repetitive tasks and free up time for high value-added interactions.
Increasing the skills of teams
More, for this collaboration to be effective, retailers must also invest in training and support. It’s not just about introducing new tools, but to help employees understand their interest and make them an ally in their daily life. Targeted skills-building sessions help bridge understanding gaps, while better information reduces barriers to adoption. Clarity in usage is just as essential. Defining precise rules for interaction with agentic AI helps to strengthen its effectiveness. Focusing on simple queries, on the ability to summarize customer requests or even on the optimization of exchanges, agentic AI makes it possible to gain productivity while ensuring consistency in customer relations. It is by establishing clear governance around these tools that brands will be able to truly broaden the scope of their interactions while maintaining a high level of quality..
Reconciling technology and human relations
With agentic AI, retail is no longer just about automation : it rehumanizes the customer experience by giving employees the means to serve better. By streamlining operations, by accelerating resolutions and promoting more personalized service, agentic AI becomes a key factor of competitiveness. It is by reconciling technological innovation, increasing skills and enhancing human capital that retail can sustainably strengthen customer loyalty… and team commitment.
