5 AI Trends Retail Marketers Must Prioritize Now
Artificial intelligence is changing how retailers connect with customers. But success requires more than just adding new tech. Insights from SAP Emarsys reveal five key AI trends retail marketers need to focus on to see real results.
1. Unite Online and In-Store Experiences
More than half of purchases still happen in physical stores, while online marketplaces closely follow. Yet many retailers fail to connect data across these channels. Linking store, digital, and back-end systems is essential for true omnichannel personalization—like consistent product suggestions and seamless loyalty rewards.
2. Use AI as a Tool, Not a Replacement for Strategy
AI helps marketers launch campaigns faster and saves time—71% report gaining 2.3 hours per campaign on average. But fragmented data and disjointed customer journeys still need clear strategic fixes. AI should support your plan, not replace it.
3. Evolve Personalization Beyond the Basics
While 79% of marketers use AI for personalization, only 29% of shoppers feel the content fits their needs. There’s room to improve with AI-powered gift idea generators, custom messaging, and tools that help customers compare options.
4. Increase Investment in AI Carefully
Sixty-four percent of marketers plan to increase AI budgets this year, focusing on automation, new customer experiences, expanding into new markets, loyalty programs, and simplifying processes. The key is to start small—test AI in one campaign, channel, or personalization moment that makes your customer feel valued.
5. Address Data Privacy Concerns Head-On
Only 16% of consumers highly trust retailers to protect their personal data, and skepticism about AI privacy is growing. Clear communication about how data is used helps build trust and loyalty. Transparency matters more than ever.
Most marketers (92%) are already using AI in daily tasks and are seeing faster benefits. The challenge is identifying new areas where AI can add value. Collaborating across commerce, sales, and service teams to innovate customer engagement will be crucial as competition heats up. The brands that succeed put customers first and focus on improving their experiences.
For marketers interested in deepening AI skills and applying them effectively, exploring targeted AI training resources can provide practical guidance and tools.
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