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How artificial intelligence will affect the future of retailing
Journal article   Open access   Peer reviewed

How artificial intelligence will affect the future of retailing

Abhijit Guha, Dhruv Grewal, Praveen K. Kopalle, Michael Haenlein, Matthew J. Schneider, Hyunseok Jung, Rida Moustafa, Dinesh R. Hegde and Gary Hawkins
Journal of retailing, v 97(1)
01 Mar 2021
DOI: https://doi.org/10.1016/j.jretai.2021.01.005
url
https://europepmc.org/articles/pmc5609490View
Accepted (AM) Open Open Access (License Unspecified)

Abstract

Business & Economics ESI Highly Cited Paper (Incites) Business Social Sciences
Artificial intelligence (AI) will substantially impact retailing. Building on past research and from interviews with senior managers, we examine how senior retailing managers should think about adopting AI, involving factors such as the extent to which an AI application is customer-facing, the amount of value creation, whether the AI application is online, and extent of ethics concerns. In addition, we highlight that the near-term impact of AI on retailing may not be as pronounced as the popular press might suggest, and also that AI is likely to be more effective if it focuses on augmenting (rather than replacing) managers' judgments. Finally, while press coverage typically involves customer-facing AI applications, we highlight that a lot of value can be obtained by adopting non-customer-facing applications. Overall, we remain very optimistic as regards the impact of AI on retailing. Finally, we lay out a research agenda and also outline implications for practice.

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201 citations in Web of Science
217 citations in Scopus

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Highly Cited Paper 
Collaboration types
Industry collaboration
Domestic collaboration
International collaboration
Web of Science research areas
Business
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