The emergence of generative artificial intelligence (GEN AI) is accelerated by the retail industry. What until a few years ago seemed a futuristic promise today translates into more efficient processes, personalized purchase experiences and a direct impact on the profitability of companies.
Concrete and current examples already show the potential of the AI applied to the retail:
For example, “Walmart” implemented a generative assistant for developers that allowed saving about 4 million hours of work in a year[12]reducing errors and accelerating displays. “Amazon” incorporated generation of advertising images with AI, achieving 40% more clicks in ads compared to traditional[13]; “Carrefour” automated the comparison of quotes with chatgpt in purchasing concept tests[14]; “Target” uses GEN AI to detect trends in social networks and reduce its product launch cycle from seven months to just eight weeks[15]; And “Mango CO” created more than 20 fashion garments with its “Lisa” assistant[16]combining human and generative creativity.
These cases show that the impact is not marginal: there is talk of time reduction, cost efficiency and a significant improvement in the experience of customers and employees.
Nothing better than putting figures in context to explain it:
–Retail AI market: US $ 7.14 billion (2023) → US $ 85.07 billion (2032), Cag ~ 31.8%.
–Personalization with AI: up to +40% income For those who dominate her.
–Dynamic prices: up to +10% margin and +2–5% in salesaccording to display and analytical maturity.
-Atction with chatbots: automate up to ~ 69% of consultations and can reduce support costs ~ 30% 62% of customers prefer them Before waiting in a long line.
-Operations: predictive optimization can reduce inventory levels 20–30%.
Between promise and distrust. The advance, however, coexists with doubts. One of the most common criticism is that the models of the “hallucinan” or invent information. Faced with this challenge, three strategies are recommended: to give clear instructions to the system (Prompting), forcing that validates its own response (self-reflect) and always maintain human supervision in sensitive decisions.
Another frequent concern is data security. While open versions such as ChatgPT can use conversations to improve their models, business platforms guarantee that information is not used for external training. In addition, companies can opt for local models, with greater control although lower power.
Balance is key: although 80% of consumers are more prone to buy when there is customization[9]75% manifest concern against excessively personalized ads; Transparency and data control are critical.
A usual myth is that the AI replaces human empathy. However, recent studies from the University of Toronto point out that the responses generated by AI are perceived as more empathic and compassionate than human in some contexts. This is explained because the systems do not tire, maintain complete memory of the interactions and personalize each response in real time.
Far from dehumanizing, AI can enhance customer service with 24/7 availability, consistency and emotional adaptation capacity, provided there is human supervision to validate and complement the most complex cases.
The evolution is already underway: of simple reactive chatbots to proactive agents capable of anticipating needs. Amazon, for example, launched “Rufus”, a conversational assistant who accompanies the customer throughout the purchase process. The key is to orchestrate AI with internal systems and external sources, allowing not only to respond but also execute actions such as cancel orders, send emails or manage returns. In marketing, estimates suggest that by 2025 about 30% of outgoing messages will be generated by AI, accelerating tests and customization.
The conclusion is clear: technology is already mature for most cases of use in retail. The difference will make the speed with which companies adopt, experience and climb these solutions. The specialists say that “the moment is yesterday”, highlighting that the secret is not to wait for the perfect tool, but to start using it and learn in the process.
The future of the retail will be hybrid, where human creativity is enhanced by the computing capacity of AI. What appears today as a competitive differential will soon be a necessary condition to survive in an increasingly dynamic and demanding market.
*Alejandro D’A Andrea, founder and CEO of Botman AI, partner of SMS South America and Diploma Gen AI Director at the University of Chile
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By Alejandro D’A andrea
