Cegid Retail Refines AI: Augmented Assistants, Personalization, and Security

Cegid Retail sharpens its AI plan for commerce: practical gains for sales teams

Cegid recast its Forward 2026 program around generative AI and renamed it Forward.ia. The retail division is rolling out features that solve real store problems, not vanity demos. The aim: help associates sell more with less friction.

"Our approach is to make innovation useful and avoid complex tools that help no one," said Nathalie Echinard, general manager of Cegid Retail. She adds that AI will change how teams work and how clients sell.

What's live now

• Instant language support at checkout: Livestore now offers a split-screen that lets an associate and a shopper who speak different languages communicate clearly.
• Smarter HQ-to-store comms: Store Excellence can translate and distribute messages by store, explain new collections, and draft message templates or visuals that guide teams. Associates can speak to the system and get step-by-step help in the moment, cutting ramp time.
• On-shift prioritization: Apps help staff choose what matters based on what is happening in the store and switch between tasks without friction.
• Faster personalization: A lightweight 6-8 word cloud surfaces key preferences from customer and product data, so the associate gets the gist in seconds and stays present with the shopper.

Why this matters for sales

These updates remove language barriers, reduce training overhead, and keep reps focused on high-value actions. Expect gains in conversion, basket size, and clienteling quality without burying staff in screens. The principle: short inputs, clear prompts, quick outputs at the edge of the sale.

Security is non-negotiable

Security concerns are rising with breaches and ransomware top of mind. Cegid notes it can push security updates by contract without waiting for wider releases, a stance enterprise brands accept because stakes are high. For sales leaders, that means fewer store disruptions and steadier uptime during peaks.

What to do next

• Pilot multilingual checkout in tourist-heavy stores. Track conversion, NPS, and average ticket against control locations.
• Use Store Excellence to roll out playbooks for new drops. Let AI draft first versions; managers review and approve in minutes.
• Create a simple prompt library for associates: price checks, cross-sell ideas, returns handling, post-sale follow-ups.
• Fix data hygiene. Clean customer profiles and product attributes so the word cloud and recommendations stay accurate.
• Set guardrails: define which tasks AI can handle, which need human sign-off, and what data never leaves your systems.
• Avoid tool sprawl. Start with one or two high-impact use cases and cut anything that doesn't move a KPI within 90 days.

A more sober AI cycle ahead

Expect the market to cool and focus on outcomes. Even major analysts advise framing AI through measurable business questions, not hype. See: Gartner's guidance on making AI work.

Upskill your team

If you're building sales playbooks that include AI, consider structured training to speed adoption. Explore role-based options: AI courses by job.