Global retailers are quickly adopting generative AI to personalise and improve in-store and online shopping experiences – but nearly half of the 1 300 retailers surveyed by Salesforce and the Retail AI Council are struggling to make their data accessible. And just 42% are connecting their various data silos, which can lead to ineffective or inaccurate AI outputs.
“This research we’re announcing aims to help retailers better understand the need for a unified data strategy, the practical applications of generative AI, and how that can be used to enhance the experience for both shoppers and associates.”* Retail executives surveyed estimate that 36% of their employees are already using generative AI today, with that number expected to grow to 45% by the end of 2025.
* The top three areas where these retailers plan to use generative AI are customer service, marketing, and store operations. Retailers understand the importance of data, according to the survey, but many are still working through how to unify all of their data and build a single view of their customers to unlock more effective generative AI outputs.
* Many retailers are also struggling with using their data for making decisions and making their data accessible , indicating many retailers have a significant amount of siloed data not being leveraged for effective generative AI outputs. * Retailers cite bias – when AI algorithms produce prejudiced results or responses – as the top risk in using generative AI with half of respondents noting this was a concern for them. In addition to bias, retailers see hallucinations and toxicity as large risks.
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