It was already clear in the run -up to the event: Artificial intelligence (AI) would play a central role at the World Retail Congress in London. Even if the topic still attracts great attention, the initial hype of a phase of reflection and strategic application has given way.
Nevertheless, there were convinced supporters: inside among the participants. Scott Price, CEO of the DFI Retail Group, emphasized during a panel discussion about the growth drivers in retail: “Anyone who does not pursue AI aggressively will lose. The offer will simply not be personalized as with other companies.” The use of AI, supported by data -based analyzes, enables the customer to make the customer: inside experience in a targeted manner and individually.
At the same time, careful and sometimes critical voices were loud. Georgina Smallwood, Chief Product, Data and Technology Officer at the online card Moonpig, impressively described the potential of technology: “We can now give recommendations in real time-for example for a gift for the selected card-based on what someone writes on the menu.” As an example, she named a card to the father with the note on a fishing trip. The customer could then receive a recommendation for a fly fishing workshop.
At the same time, Smallwood warned of attacking user experiences: “We have to be careful with the use. We all have already opened our smartphone, saw a suitable advertisement and thought: Hear my phone?” The aim is not to surprise users: not to be surprised inside or to endanger trust in digital offers.
The sober view of AI according to Retail-Expert: Inside on the World Retail Congress
Another critical voice on the use of artificial intelligence (AI) came from Elsa Pedro do Souto, Global Senior Manager Insights & Analytics at Mars. “We also have to think about the sustainability of AI and the energy consumption it causes,” she warned. “If we can map a process, it also means that we can automate it. But do we really want that?”
Catherine Brien, partner and managing director at the management consultancy Alixpartners, also advocated a realistic classification of the technology: “KI is not a strategy, but a tool that can be used as part of a strategy.” She also emphasized the dependence on high -quality data: Without reliable and meaningful data basis, AI could not provide any resilient results.
This assessment coincides with the position of Ken Pilot, founder of pilot ventures. Although he was enthusiastic about the creative possibilities that AI opened in the design process, he warned of excessive expectations: “We replace the bike with a car – but it still needs someone who drives.” With this metaphor, Pilot underlines that AI can generate countless design variants-for example for a simple white T-shirt-but ultimately has to ensure a: e designer: in the brand identity and design line.
It is undisputed that the introduction of AI turns the business world upside down – also in retail and in the fashion industry. But profound changes take time. In this context, Brien is reminiscent of historical parallels: “When electricity was introduced, it took fifty years for the production chains to be completely changed.”
This article was used with digital tools translated.
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