The AI Advantage in Retail

The retail industry is at an inflection point, shaped by rapidly evolving customer expectations, omnichannel complexity, and mounting competitive pressures. This Viewpoint explores the need for retail enterprises to embrace comprehensive, AI-driven transformation of their customer experience (CX) strategy through an end-to-end CX approach. It focuses on the cohesive orchestration of traditionally siloed business functions, such as merchandising, marketing, sales, and supply chain, to deliver frictionless, consistent, and emotionally resonant experiences across both digital and physical touchpoints.

The report highlights key enablers of this transformation, including an integrated CX technology architecture that unifies data across channels, a dynamic KPI framework to measure both experience and business impact, and a representative 360-degree customer insights dashboard for retail enterprises. It also underscores the strategic role of CXM providers and ecosystem partnerships in empowering retailers through innovative engagement models, AI-led personalization, and operational excellence that bridges human empathy with automation. Additionally, it outlines key factors to consider when selecting the right CXM partner.

Ultimately, this Viewpoint presents a roadmap for retail enterprises to move beyond isolated experience enhancements toward a connected and intelligent customer ecosystem, where every interaction is optimized for value, empathy, and agility.