Retailers Embrace Agentic AI to Blend Physical and Digital Shopping Experiences

Retail leaders are integrating agentic AI into both online and brick‑and‑mortar channels to enhance customer service, streamline supply chains, and personalize product discovery. A recent Brunswick survey of over 5,000 consumers revealed mixed emotions—half nervous, half excited—yet a clear preference for human interaction when possible. Retailers are balancing rapid AI advances, highlighted by breakthroughs over the past 18 months, with the need for authenticity, transparency, and ethical use, especially as virtual influencers and AI avatars become commonplace. The industry’s success hinges on pairing technology with a human‑centric approach.

AI Transforming Retail

At the NRF 2025: Retail’s Big Show Europe in Paris, retailers highlighted how AI is reshaping every facet of the shopping journey. Agentic AI, described as technology that AI agents not only assist consumers but also act as autonomous decision‑makers, is now being deployed to improve customer relationships, accelerate communication, and optimize supply‑chain operations. The push to blend physical stores, digital platforms, and emerging technologies is seen as essential for building resilient and flexible supply chains in a rapidly changing environment.

Consumer Sentiment

A London‑based communications firm, Brunswick, surveyed over 5,000 consumers across five international markets. The findings showed a split emotional response: about half of respondents felt nervous about AI, while the other half felt excited. Despite this curiosity, the survey indicated a continued preference for human interaction over AI, underscoring that emotions play a major role in shaping consumer attitudes toward technology.

Consumers appreciate AI’s ability to speed up service and improve product discovery, yet many express concerns about losing personal touch and potential privacy issues. These concerns are not confined to any single age group, suggesting that retailers must address attitudes across a broad demographic spectrum.

Practical Applications

Retail leaders are moving beyond hype to apply AI in concrete ways. Over the past 18 months, rapid AI development has opened opportunities to accelerate product design, generate marketing content, and serve customers more effectively. Multi‑dimensional product views, virtual try‑ons, and AI‑driven personalization engines enable shoppers to experience items digitally with realistic detail, boosting confidence and reducing returns.

Predictive AI capabilities help retailers anticipate trends, stock the right products at the right times, and tailor marketing campaigns to individual preferences. Live‑streaming, virtual tours, and AI‑powered tools further reduce friction in the buying process, making shopping faster and more convenient.

Virtual Influencers and Ethical Considerations

Virtual influencers, AI avatars, and AI personalities have emerged as novel channels for brand engagement. These digital figures can operate continuously, align perfectly with brand strategy, and target niche demographics—especially younger, digitally savvy consumers who expect immersive experiences. However, brands must navigate issues of authenticity, transparency, and consumer trust, as the ethical dimension of AI in marketing becomes increasingly important.

Future Outlook

The next few years will determine how successfully retailers integrate AI without compromising the human element that many shoppers still value. A balanced approach that respects consumer concerns while leveraging AI’s efficiency and personalization benefits is seen as the path to building loyalty, operational resilience, and new growth opportunities. Retailers that combine technological innovation with a human‑centric mindset are expected to deliver experiences that are efficient, authentic, and memorable.