Speculation of the impact that artificial intelligence (AI) will have on the retail industry is rife, with some suggesting that machines could be exclusively responsible for the functioning of stores over the course of the next decade. Given that digital trends like social media, mobile applications and automation are already reshaping the way retailers engage with customers beyond all measure, retailers' priorities now need to be on adopting an equitable blend of both human assistance, and tailored technology, thus ensuring that customers across generations and genders are suitably catered for. Emerging technologies cannot merely be introduced comprehensively across retail operations however without due care, attention and consideration being given to the wider implications. It is critical that retailers duly account for the needs and preferences of the combined elements of the consumer market. Innovation for innovation's sake is not the way to progress this technology, nor help it to realise its true potential.