The Future of Retail’s Frontline

As online shopping thrives, the in-store experience has been left to gather dust, particularly when it comes to AI investment. Yet 72 percent of U.S. retail sales still occur in brick-and-mortar stores, where associates—part guide, part fixer, part brand representative—are the unsung heroes of the shopping experience.

The reality is simple: Exceptional customer service depends on supporting the people who deliver it. When the in-store experience falls short, poor customer service is almost always the culprit.

Yet today’s store associates are stretched thin, expected to troubleshoot technology, prevent theft, calm frustrations and manage fulfillment logistics.

*The following content is part of an in-depth white paper that delves into how AI will reshape the store associate experience in the years to come.

Over 7 million U.S. store associates lack associate apps for mobile devices, cutting them off from real-time customer, brand and inventory data. Equipping associates with mobile devices powered by custom large language models (LLMs) can turn them into skilled personal shoppers.

More than 42 percent of e-commerce orders in 2023 involved stores, overwhelming in-store associates. Retailers are reimagining stores as fulfillment hubs for same-day delivery, ship-from-store orders, and buy online, pick up in-store (BOPIS). Associates need AI-enhanced mobile devices, like pick-path optimization tools and instant notifications, to reduce order fulfillment times and errors.

Around 84 percent of retail associates are concerned about loss prevention and criminal activity. AI-powered theft analytics and radio frequency identification (RFID) tracking for self-checkout systems improve security and inventory accuracy. By automating theft detection, AI allows associates to focus on enhancing customer experiences while reducing risks.

AI tools like digital shelf labels (DSLs) and RFID provide real-time stock visibility and automate restocking, saving time for associates on the floor. Walmart’s rollout of DSLs demonstrates the growing need for AI technology to stay competitive.

In the future, AI agents will simplify the 12-plus technology systems that associates often navigate, connecting data and workflows to complete tasks autonomously. These agents will empower associates to focus on customer service—still the number one driver of in-store shopping experience.