The retail sector is experiencing an unprecedented transformation promoted by artificial intelligence (AI), according to the “Connected Shoppers Report” report by Salesforce. The automation and digitalization of trade are marking a new path in interaction with customers, inventory management and operations optimization.
Retailers face numerous challenges, from the increase in customer collection costs to the increase in returns and competition pressure. In this context, AI is emerging as a key solution to improve operational efficiency without significantly increasing costs.
One of the pillars of this revolution is unified trade, an approach that allows you to integrate all sales channels, such as physical stores, digital platforms and mobile applications, to offer a fluid and personalized purchase experience. “When retailers connect their sales channels, customer data and operations on a single platform, create fluid and store purchase experiences,” explains Enrique Mazón, Regional Vice President Commerce Cloud Salesforce Iberia.
The AI, key in retail trade
Retailers are investing in AI to improve customer service. According to the study, 66% of professionals in the sector in Spain plan to increase their investment in this technology in next year. IA agents are already used in consultation automation, orders monitoring and return management, allowing human teams to concentrate on tasks of greater value.
67% of Spanish retailers say that AI agents will be essential to compete
Beyond customer service, AI is entering various areas, such as website optimization, personalized marketing strategies and real -time inventory management. However, for AI to work efficiently, it is essential that retailers are interconnected. Currently, 77% of Spanish retailers point out that the lack of integration between technologies and processes limits the productivity of their employees.
Consumers and their relationship with AI
Buyers are also exploring the use of AI in their purchase process. 33% of Spanish consumers already use AI to discover products, and this percentage rises considerably among generation Z, which is 10 times more prone to adopting these tools compared to previous generations.
However, trust remains a crucial factor. Consumers consider that to accept the intervention of AI in their purchase decisions, it is essential to guarantee the privacy and safety of the data, the possibility of activating or deactivating the AI at will and transparency in the use of the information collected.
With the unstoppable advance of artificial intelligence in retail trade, both retail and consumers are at a turning point. The key to success will be able to integrate these technologies effectively, ensuring an agile, efficient and reliable purchase experience.
