Thinking about the industries where artificial intelligence has played a relevant role in the last years, we tend to think about finance, manufacturing and transport. Another area that artificial intelligence has impacted significantly too is customer service, with the leading online retailers implementing automated tools to make their customer support faster and more efficient. However, physical retailers (bricks and mortars) haven't really considered the artificial intelligence as a powerful tool for their business. The classic perception of digital innovation is seen as tools focused on e-commerce that don't really apply for physical retailers. As a result of this, many bricks and mortars retailers are not adopting this technology fast enough, which makes them lose the race in gaining new customers.