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Retail Intelligence in Action

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Unchartered territory: Finding your direction in implementing AI

📍New York, USA

Artificial intelligence has quickly moved from theory to practice in retail, yet many brands are still navigating how to integrate it in ways that deliver true value. The opportunity is vast, but so are the challenges. Retailers are faced with the task of implementing AI while protecting authenticity, ensuring inclusivity, and maintaining the trust of their customers. Finding the right direction in this uncharted territory requires equal measures of innovation, empathy, and strategy.

For Nicole Tapscott, Chief Commercial Officer of Knix, the future of AI in retail is less about replacing human connection and more about amplifying it. Knix has built its success on community-driven growth and radical inclusivity, and Nicole stresses that these values must remain intact as technology scales. AI can enable more personalized engagement, but it must do so in a way that feels human, transparent, and aligned with the brand’s core principles.

Adding to this perspective, Djalal Lougouev, Chief Strategy Officer and Co-Founder of Ometria, highlights the power of customer data in guiding AI strategies. He explains that personalization at scale is only possible when brands use data responsibly and intelligently. By understanding customer behavior and anticipating needs, retailers can use AI to strengthen loyalty rather than erode it. The key, he argues, is ensuring that intelligence is actionable and aligned with a clear vision of customer experience.

Together, their insights reveal that AI should not be seen as a replacement for creativity, empathy, or brand purpose. Instead, it is a tool that can unlock new levels of connection when applied thoughtfully. For retailers entering this new frontier, the path forward is to combine authentic storytelling with data-driven intelligence, creating experiences that are both personal and meaningful. In doing so, brands can chart their course through the uncertainty and harness AI as a force for long-term growth.

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