Why European retailers are betting on AI

For today's retailers, AI is fast becoming an invaluable tool to understand what shoppers want – and ensure their experience matches up with their expectations. From supermarket chains with thousands of retail outlets to online clothes brands, fast-evolving AI technologies are helping them to increase sales, reduce excess stock and overall, improve profit margins. "Retailers are under increasing pressure," says Kate Edwards, Senior Research Analyst at JLL. "AI is a growing part of their business model to use the data they have to better understand their customers, predict future trends and boost business, from improving the customer-facing experience, to optimising supply chain processes." The growing focus on sustainability is equally driving uptake. For example, AI can help identify the opportunities for unsold products, reduce the levels of returned products and decipher optimal fulfilment options, delivering both cost and environmental benefits.