NEW YORK — For decades, store associates were the only tool retailers offered to personalize the shopping experience. Now, artificial intelligence and data analytics could replace a core retail service.
The shopping experience weaves across outlets including online, in-store or a combination of the two. As the trend continues, retailers search for savvy ways to increase personalization without overstepping compliance boundaries.
Data creates a paradox for retailers: Companies want to collect enough data to offer a seamless customer experience but limit intake enough to avoid privacy concerns.
