Artificial intelligence has already ceased to be a tool of the future — it is actively changing retail trade in Russia. According to a joint study by Tochka Bank and Dsight, in the next five years, AI will completely transform the work of stores, marketplaces and customer interaction.
The main direction of development is hyperpersonalization. Algorithms are increasingly predicting customer behavior, offering everyone their own assortment, discounts and promotions. The systems analyze purchases, browsing history, and even session time to show the most relevant products. Already, large networks are using AI to customize the interfaces of websites and mobile applications. So, Lamoda implemented a model that forms the main page for a specific user, which increased the engagement and frequency of purchases.
AI is no less actively being introduced into marketing. Generative neural networks create product descriptions, banners, texts, and even visual materials for advertising. According to researchers, about 70% of Russian companies are already using AI to automate routine tasks and save employees time. For example, in Point Bank's services, you can generate SEO texts for product cards in seconds.
Dynamic pricing is becoming one of the key trends. Artificial intelligence systems analyze demand, seasonality, balances, and competitors by changing prices in real time. This approach allows you to increase revenue by tens of percent and avoid losses due to illiquid stocks. However, experts warn that too frequent price changes can cause distrust among customers, especially in sensitive categories such as pharmacies or groceries.
AI is also actively infiltrating the customer service. Chatbots and voice assistants are already capable of processing up to 70% of requests without human intervention. The Magnit network has kiosks with a virtual assistant that helps you search for goods, make refunds, and suggest promotions. HR bots within companies use similar solutions. They help employees adapt and receive prompt answers to typical questions.
Predictive analytics deserves special attention. With the help of AI, retail chains can now predict demand, manage inventory, and build supply chains. Such systems have already proven effective: according to X5 Group, the introduction of AI in assortment management allowed the company to save about 5 billion rubles in two years.
In addition, AI is becoming a key tool for combining online and offline channels. Omnichannel platforms allow a customer to start a purchase on the website and complete it in the store, receiving personal discounts or increased cashback. For example, Lenta implemented a system that links online clicks and offline purchases, which increased sales by 13%.
However, experts warn that the development of AI in retail is facing a number of limitations.: These are the protection of personal data, the lack of qualified specialists, the complexity of system integration and high equipment costs.
The study highlights that in five years, retail will become "smart." Stores will turn into digital hubs, where the showcase understands the customer, the cash register adapts to his habits, and the chatbot knows his preferences better than any seller. The winners will be those who are already investing in artificial intelligence and are ready to build on it the business model of tomorrow.
