AI in Retail Organizations
AI in Retail Organizations
The potential of new AI tools to fundamentally impact retail organizations is widely discussed, but their implementation and impact is currently scattered. In this seminar, Sara Rosengren will give an overview of academic research on AI in retail organizations, offering insights on how to navigate this transformation on both a personal and organizational level.
The seminar concludes with a joint discussion about current and future opportunities and challenges for the adoption of AI in retail.
About the speaker
Sara Rosengren is Professor of Business Administration (Marketing) and holder of the Ica Retailers' Chair in Business Administration, especially Retailing. She is also Head of Center for Retailing (CFR) and previous President of the European Advertising Academy (2021-23). Rosengren's research deals with consumer behavior, marketing communications, and retailing. All three are currently undergoing major transformations due to contemporary developments in digitalization and sustainability. Her research has been published in leading academic journals such as the Journal of Advertising, Journal of Advertising Research, Journal of Marketing, and Journal of Service Research. She is frequently invited to speak at academic institutions, industry seminars, and company get-togethers.
Summary
1) In the short run, AI will provide evolutionary benefits; in the long run, it is likely to be revolutionary. We are now seeing initial signs of AI transforming business models, organizations and markets, but also that retail is lagging.
2) Successful implementation of AI requires a learning organization with both AI and domain literacy. AI implementation/ transformation should start in needs and challenges as promoting AI use without intention can lower productivity and trust within the organization.
3) Academic retail research focuses mostly on demand-side rather than supply-side applications. Supply-side contributions tend to focus on implementation in physical stores. There is still much to be learned about the impact of AI in retailing organizations.