AI for the store associate: The key to improving the shopper experience

Retailers are investing heavily in artificial intelligence to enhance customer experiences and streamline operations. Industry estimates placed the global AI-in-retail market at roughly $11.6 billion in 2024, with continued rapid growth expected through 2030. With these investments, much of the industry’s attention has focused on automation and customer-facing technology. Yet despite advances in automation, customers still turn to associates when they need answers, guidance, or help completing a purchase.