Unchartered territory: Finding your direction in implementing AI

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.