Retailers will find optimal results with the advanced AI that leverages self-learning algorithms to function in dynamic market conditions optimally. The fast-approaching change means that retailers can't hit the pause button on the critical applications to wait while highly paid strategic consultants perform essential exercises of optimization to keep the AI relevant and impactful. The science that leverages machine learning to detect early changes, and evolve accordingly, will be key in keeping retailers agile and positioned to succeed in a brutal market.

The AI is shapeshifting and is impacting retail in a major way. Ranging from automated mobile checkouts to personalized ads and connected products, businesses and consumers are clearly sold using AI. AI can deliver a deeper view of customers and their behaviors. It can digest images, video, sound, and text, and interact with IoT sensors in stores and homes. Although there's plenty of hype around AI, there are also plenty of areas in retail where there are proven technologies delivering measurable value, notably in pricing and chatbots for shoppers, and in-store experiences, including robots.

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