Retailers are entering a new phase of omnichannel transformation – one where AI is not just a data tool but a customer experience enabler, according to a new report by Grant Thornton.
Personalization Needs Precision, Not Volume
While many retailers continue to invest in AI-powered personalization, fragmented execution, misaligned teams and mistimed engagement often undercut ROI. Grant Thornton’s experts caution that the real key isn’t more personalization but smarter, more intentional deployment.
Rather than overloading first-time visitors with offers, retailers are encouraged to use AI for curated discovery, gradually deepening personalization as customers signal intent. Research cited in the article reveals that 66% of retailers personalize for first-time visitors, yet only 38% of consumers want personalization at that stage.
Unified Data ≠ Unified Experience
Despite heavy investment in data lakes and customer profiles, most retailers struggle to translate that data into seamless, cross-channel experiences. Disconnects persist across mobile apps, e-commerce sites, call centers and physical stores, largely due to siloed workflows and organizational misalignment.
Trust, Transparency, and the Future of AI
With privacy tightening and tracking tools losing effectiveness, the report calls on retailers to rebuild trust through consent-based, transparent data practices. Preference centers, quizzes and opt-in personalization are now seen as both ethical and strategic necessities.
Grant Thornton’s framework for AI optimization emphasizes:
- Orchestrating journeys, not just touchpoints
- Personalizing with empathy and intent
- Aligning teams across channels
- Measuring financial impact
- Earning long-term loyalty through trust
