AI is being used in retail to power a new wave of customer-centric decisions

Retailers are increasingly looking to harness the rewards available from social media. Social platforms are already widely used by retailers in an effort to connect with customers in an engaging and authentic manner. Sentiment analysis is used widely, but studies have shown that its accuracy can be as low as 58 per cent. Furthermore, it typically misses detailed signals such as specific nuances within customer concerns, plus emotional intent. Without intent it is hard to take action.