Becoming AI-First: How Retailers Can Lead with AI and Empower Consumers

In the rapidly evolving retail landscape, businesses are increasingly discussing the need to become "AI-first" to stay competitive. But what does this truly mean, and how can retailers not only adopt AI but also empower consumers to experience the benefits firsthand?

Many companies are still in the phase of integrating AI into existing processes—essential, but just the starting point. Retailers have the unique opportunity to take this further by becoming AI-native, embedding AI-driven technology into every aspect of their operations. Instead of just asking how AI can be integrated, the focus should shift to: How can we leverage AI to revolutionize the entire customer experience from the outset?

Here’s how retailers can do just that:

1. AI-Driven Personalization and Recommendations

AI can analyze consumer behavior in real-time, offering personalized product recommendations tailored to each individual. This doesn't just improve sales—it allows consumers to experience the convenience and relevance of AI firsthand. Retailers should focus on making AI-driven personalization a core part of the shopping experience.

2. Data-Driven Insights and Consumer Decision-Making

AI technology doesn’t only benefit the retailer. With tools like Biscuit AI, retailers can gather valuable data on consumer preferences, behaviors, and trends. Imagine letting consumers decide which AI-powered features are most beneficial by testing new services—such as voice-to-voice shopping assistants or smart product recommendations—and gathering feedback directly from customers.

3. Self-Driven Shopping and Automation

AI kiosks or mobile integrations can automate routine tasks like answering customer inquiries or assisting with in-store navigation. Consumers can engage with this AI in a way that feels seamless, allowing them to evaluate the convenience of AI-enhanced interactions. Retailers can use this feedback to refine and tailor AI implementations, ensuring they meet real-world needs.

4. Empowering Consumers to Test and Influence AI Implementation

Instead of simply pushing AI technology onto the consumer, businesses should foster a dynamic where shoppers actively shape the AI experience. By allowing consumers to “try out” AI features and voice their opinions, retailers can ensure that AI integration is meaningful, useful, and tailored to what customers truly want.

Cultural Shift to AI-First

For retailers to fully embrace AI-first operations, leadership must prioritize a cultural shift. This involves rethinking workflows and empowering employees to experiment with AI-driven solutions. Decision-makers must encourage a culture where AI isn’t just seen as a tool for efficiency but as a strategic advantage that can reshape how their business connects with customers.

Retailers have the opportunity to leverage AI in ways that transform not just their operations but also the overall consumer experience. And by involving consumers in this transformation, they ensure that AI is not just an internal tool but a value driver that shoppers recognize and appreciate. Let the customer decide what works best, and use those insights to become truly AI-native.