Artificial intelligence was one of the big talking points at CES this year, from driverless cars to and voice-activated devices.
The use of the technology is at the cutting edge of many facets of the technology industry, from automotive to gaming sectors.
A variety of retailers have also invested in the technology, from Shop Direct to Ebay.
However, the applications of artificial intelligence (AI) for multichannel retailers are less obvious, and there is some debate around whether it is suitable for business with a bricks-and-mortar proposition.
One CES attendee and UK retail boss who is sceptical on the impact of artificial intelligence on in-store technology is Maplin’s chief executive Oliver Meakin.
Speaking to Retail Week at the conference, Meakin said: “AI can get you so far and help efficiency but customers, particularly in the technology space, want to have a conversation with someone to understand if they’re making the right choice.
“We’re doing a very cool trial at the moment where a customer shopping online can be connected to speak to a colleague in-store based on location and category expertise as a video call, allowing the employee to showcase products to a customer from their own home.
“That to me is much more powerful than having AI, as much as that technology could drive efficiencies later down the line.”
For Meakin, the power of customer service lies in the people who work for a retailer.
In-store show
However, Robotics America’s vice president of marketing Steve Carlin is adamant that artificial intelligence can drive sales and customer service in retail stores.
The robotics firm installed its robot, Pepper, in a Westfield shopping centre in San Francisco during the festive season last year and Carlin said it was a significant driver of footfall during the period.
“You can have technology that will stand in front of the product and sell the story, which is a really valuable asset for physical retail during the rise of ecommerce,” said Carlin, adding that a Japanese partner who had done just that had seen a double digit increase in product sales.
Artificial intelligence has just begun to make its impact on retail, and opinion was divided at CES as to what that would look like.
Whatever the case, it is definitely a technology that will continue to catch retailer’s attention in the months ahead.
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