By: Dan Shea, Senior Account Executive

Last week, NRF 2025 Retail’s Big Show set the stage for what’s to come in the retail industry this year, spotlighting the trends, technologies, and strategies shaping the future. Among the hottest topics of discussion was the transformative potential of Generative AI, particularly in creating hyper-targeted, real-time customer experiences. Retail executives left the show buzzing with questions: How can AI help us deliver more personalized product journeys? What role will real-time insights play in driving customer loyalty? And most importantly, how can we turn this innovation into measurable business results?

The reality in the industry is that things aren’t really getting better. UBS analysts forecast that about 45,000 retail stores might close in the coming years. Recent bankruptcies of Big Lots, Party City, and The Container Store mark continued strain felt by legacy brands.

Even so, UBS and other analysts don’t anticipate the industry transforming into a post-store era. So, in today’s volatile retail environment, understanding customers and meeting their expectations won’t just be a competitive advantage—it will be a survival strategy. The brands that are thriving amid closures, consolidations, and economic uncertainty have one thing in common: they are leveraging AI to forge stronger connections with customers.

One retailer is leading the way in AI-powered personalization and immersive commerce: Walmart. Through its groundbreaking Walmart Realm virtual store, Walmart is redefining digital retail with its ‘Adaptive Retail’ strategy. Walmart Realm uses advanced technologies like AI, AR, and interactive elements to create highly personalized shopping experiences. By leveraging Suzy’s platform for iterative consumer testing, Walmart ensured the concept resonated with its target audience, refining every detail to maximize impact. The result? A first-of-its-kind immersive commerce experience that positions Walmart at the forefront of retail innovation.

AI doesn’t just help retailers survive these challenges—it enables them to thrive by delivering hyper-targeted experiences that keep customers engaged and loyal. By leveraging data-driven insights, AI empowers brands to shift from reactive strategies to proactive innovation, adapting to consumer needs faster than ever before.

Here’s how AI is making this possible:

1. Personalization: From Products to Experiences

Personalization has become the cornerstone of effective retail. Shoppers want more than generic marketing messages or cookie-cutter recommendations—they expect retailers to know them inside out. AI makes this possible by analyzing a customer’s behavior, preferences, and purchase history to deliver highly specific recommendations and offers.

Case in Point: Nike’s SNKRS App

Nike’s SNKRS app goes beyond a typical e-commerce experience by offering tailored engagement to its users. The SNKRS app’s ability to blend community-building with tailored product offerings underscores how personalization, powered by AI and customer insights, drives both engagement and brand loyalty—transforming retail from a transactional model into an experience-led relationship.

2. Predictive Analytics: Staying One Step Ahead

Predictive analytics is a game-changer for retail. With AI, retailers can anticipate customer needs before they even arise, helping them stay ahead of trends and demands. This ability is particularly crucial in a tight economy, where overstocking or understocking can make or break a quarter.

Case in Point: Target’s Inventory Precision

Target uses AI to optimize its inventory and ensure shelves are stocked with exactly what customers want. By analyzing purchasing patterns and seasonal trends, Target avoids waste while improving customer satisfaction—a win-win for both the business and its shoppers.

3. Hyper-Localized Marketing: Meeting Customers Where They Are

With fewer customers walking into stores, engaging shoppers at the right time and place has never been more critical. AI helps retailers fine-tune their marketing to deliver hyper-localized offers that resonate with specific audiences.

Case in Point: Starbucks Deep Brew

Starbucks has mastered hyper-localized marketing with its AI platform, Deep Brew. The platform analyzes customer data, including order history and location, to send app users personalized offers. For instance, a customer in Miami might get a discount on iced coffee during a heatwave, while a Seattle customer gets a push notification about a new seasonal latte.

This kind of relevance boosts both foot traffic and customer satisfaction, ensuring Starbucks remains top of mind—even as consumer spending tightens.

As we reflect on the transformative power of AI in retail, it’s clear that it is redefining how brands connect with their customers. From personalized shopping experiences that foster deeper loyalty to predictive analytics that ensure shelves are stocked with exactly what shoppers need, AI is enabling retailers to be more agile, customer-focused, and efficient than ever before. By harnessing AI, brands like Nike, Target, and Starbucks have not only adapted to shifting consumer expectations but also set new standards for innovation in a competitive landscape.

While some may worry about the cost, complexity, or potential risks of AI implementation, the reality is that modern AI solutions have the potential to be scalable, secure, and adaptable to businesses of all sizes. Whether it’s using AI to predict inventory needs, offer hyper-localized promotions, or create immersive AR shopping experiences, the technology empowers brands to do more with less. Retailers who embrace AI today are positioning themselves to not only weather current challenges but also lead the future of the industry.

Suzy empowers retailers to act on these opportunities through AI-driven insights and tools like custom pulse surveys to uncover customer preferences, concept testing to validate AI-powered initiatives, and sentiment analysis to capture feedback on emerging competitors. With Suzy’s support, retailers can optimize retail media network investments, refine loyalty strategies, and create campaigns that truly resonate with their target audience. The question is no longer if AI should be part of your strategy—it’s how soon you can start. The opportunity is yours to seize.

Ready to explore how AI can transform your customer experience journey? Let’s start the conversation today.