Retailers are more and more turning to AI brokers to remain aggressive in a fast-evolving market, in response to Salesforce’s sixth Related Consumers Report. The report reveals that 75% of retail decision-makers consider AI brokers will probably be important to beat the competitors inside the subsequent 12 months.
Salesforce’s findings are primarily based on twin surveys of 8,350 customers and 1,700 retail trade leaders. The information factors to a shifting panorama marked by rising buyer acquisition prices, rising returns, and altering client behaviors that require a brand new method to retail operations.
AI and Unified Commerce Emerge as Strategic Priorities
To handle rising complexities throughout digital and bodily retail channels, retailers are prioritizing AI and unified commerce. These approaches are geared toward creating seamless buyer experiences whereas controlling operational prices. “When retailers join their gross sales channels, buyer knowledge, and operations in a single platform, they create seamless buying experiences each on-line and in-store,” stated Michelle Grant, Director of Retail Technique and Insights at Salesforce. “This unified method boosts productiveness and drives progress all through the enterprise.”
The report reveals that 76% of outlets plan to extend funding in AI inside the subsequent 12 months. Customer support is at the moment the highest use case for AI brokers, the place they’re used to reply to inquiries, observe orders, and deal with returns across the clock.
Velia Carboni, CIO of SharkNinja, highlighted the position of Agentforce — Salesforce’s agentic AI layer — in enhancing buyer loyalty. Carboni described Agentforce as “key to serving to us construct a group that retains customers coming again.”
Retailers Broaden AI Agent Functions
Past customer support, retailers foresee AI brokers enjoying a broader position in optimizing web sites, advertising and marketing, stock administration, and worker coaching. “AI brokers characterize the subsequent wave of retail AI innovation — digital labor that guarantees to reshape how retailers scale their workforces, serve and market to prospects, and streamline operations,” Grant stated.
Boundaries and Progress Towards Unified Commerce
Efficient AI implementation requires integration throughout methods, but many retailers nonetheless function with disconnected platforms. In accordance with the report, 81% of outlets say inefficient processes and know-how scale back retailer affiliate productiveness. Moreover, 49% of customers have deserted purchases on account of friction within the ordering course of.
To handle these challenges, 86% of outlets are pursuing unified commerce initiatives. By linking cross-channel and departmental operations, unified commerce improves effectivity, enhances the buying expertise, and allows AI methods to carry out extra successfully.
Customers Present Rising Curiosity in AI Brokers
The shift towards AI brokers will not be restricted to retailers. The report notes that 39% of all customers — and 54% of Gen Z — already use AI for product discovery. Gen Z customers are 10 instances extra probably than child boomers to report frequent AI use in buying.
Consumers expressed sturdy curiosity in utilizing AI brokers for managing loyalty factors, dealing with returns, and offering customer support — aligning with retailers’ focus areas. Amongst Gen Z customers, 63% are open to brokers making purchases on their behalf.
Nonetheless, shopper belief stays essential. The highest elements influencing belief in AI brokers embody knowledge privateness, on/off controls, approval necessities earlier than purchases, knowledge transparency, and entry to human customer support.
“The information is obvious: retailers and customers are each transferring towards an AI agent future,” stated Grant. “However success is dependent upon addressing either side of the equation — constructing the linked know-how basis retailers want whereas delivering the belief and transparency customers demand.”
Picture: Salesforce