How GenAI supports retailers communication channels

GenAI can help retailers provide a personalised customer experience.

Generative artificial intelligence (GenAI) reinforces retailers’ marketing and communication strategies through producing hyper-customised content, a report by GlobalData showed.

GenAI helps retailers transform their operations such as inventory planning, product recommendations and customer service.

Kiran Raj, practice head of Disruptive Tech at GlobalData, said GenAI will allow immersive, personalised experiences, and integrate virtual and physical retail spaces that meet the consumers’ expectations.

“Morever, it is no longer about a one-size-fits-all engagement; rather, it is about a tailor-made experience catering to individual needs.

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Saurabh Daga, Associate Project Manager of Disruptive Tech at GlobalData, also said that GenAI could provide personalised shopping experiences and targeted marketing strategies at a reduced cost.

For example, Carrefour and IKEA use the tool to streamline operations and ramp up customer support.

Amazon, Shopify, and Instacart leverage AI to boost online shopping experiences and raise conversion rates.

Daga noted that there are challenges in content quality and privacy which should be strictly monitored.

“Small and medium retailers can benefit from strategic partnerships to overcome entry barriers required to build the supporting technology, infrastructure, and personnel for genAI implementation,” Daga said.