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Enhancing the customer experience and in-store advisory services with Generative AI
How GenAI enhances customer experience and sales assistance
Customer expectations are changing rapidly: today, consumers and users expect simple, personalized, and consistent shopping experiences across all touchpoints, from digital channels to physical stores. At the same time, companies need to support in-store staff with up-to-date, accessible, and contextualized information.
In this context, Generative AI in Retail opens up new opportunities to evolve the customer experience and make commercial activities more effective. Through intelligent assistants integrated with enterprise data and systems, customers and sales associates can be supported throughout the entire purchasing journey, providing:
- personalized recommendations
- immediate answers to customer queries
- quick access to corporate knowledge
- support for purchasing decisions.
The result is a smoother and more engaging experience for customers, both online and in-store, as well as greater operational effectiveness for sales teams.
ONLINE
Rethinking the online shopping experience with Generative AI
The growing availability of products and information is making it increasingly difficult for customers to navigate the online shopping journey. Customers are looking for immediate answers, simple comparisons, and personalized recommendations tailored to their needs.
AI assistants for e-commerce introduce a new way to support product discovery and purchasing, integrating information from different enterprise sources, such as product catalogs, active promotions and offers, product availability, and loyalty programs.
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The AI assistant can interpret the user’s preferences, needs, and goals, supporting them in comparing and selecting the most suitable solutions.
This makes it possible to:
- simplify product discovery
- provide personalized recommendations in real time
- enhance the quality of the shopping experience
- drive conversion, upselling, and cross-selling.
The result is a more intuitive and engaging shopping experience, capable of guiding customers through their choices and strengthening the relationship between customers and the brand.
IN-STORE
More effective and personalized in-store sales assistance with GenAI
In physical stores too, the quality of the experience depends on the staff’s ability to quickly access the right information and turn it into useful recommendations for customers.
AI assistants for in-store retail provide sales teams with a new approach to customer advisory based on enterprise knowledge. Through natural language interaction, the conversational assistant gathers and interprets information from different enterprise sources, such as:
- product catalogs
- CRM systems
- inventory availability
- promotions
- sales information.
Sales associates can therefore quickly obtain information on product features, available alternatives, and sales opportunities without having to manually consult different systems.
This makes it possible to:
- reduce the time spent searching for information
- improve the quality of customer advisory
- further personalize sales proposals
- dedicate more time to customer relationships.
The technology does not replace the role of the sales advisor; instead, it empowers them, making customer interactions more effective and relevant.
The benefits of intelligent assistants for businesses
Adopting AI-powered intelligent assistants enables companies to enhance the shopping experience and optimize sales performance.
By integrating data, enterprise knowledge, and existing systems, intelligent assistants help to:
- deliver personalized and consistent experiences across all channels
- increase customer engagement and loyalty
- reduce the time required to find information
- improve the effectiveness of sales interactions
- unlock the value of enterprise information assets
- support upselling and cross-selling initiatives
- accelerate sales force training.
AI therefore becomes a practical tool for enhancing the customer experience, supporting sales teams, and generating measurable business results.
Looking ahead: towards a new generation of intelligent assistants
The evolution driven by Generative AI is paving the way for increasingly autonomous, contextual, and proactive assistance models.
Future AI Agents will be able not only to respond to specific user requests, but also to anticipate needs, suggest actions, and support customers and sales associates at every stage of the customer journey.
Integration with specialized agents, real-time data, and enterprise systems will make it possible to create increasingly personalized and relevant experiences. The goal will not be to replace human interaction, but to enhance it by providing information, insights, and recommendations that help people make better decisions, faster.
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5 questions to...
Luca Terreno
Interview with the Retail & Fashion Senior Client Manager of Engineering.
FAQ
AI helps sales associates and advisors access real-time information on products, availability, promotions, and customer preferences. Integrated with CRM, ERP, and enterprise catalogs, it enables faster and more personalized customer advisory, enhancing the in-store experience and the effectiveness of sales activities.
The most advanced AI assistants are based on a multi-agent architecture. A Virtual Agent coordinates specialized agents that access data from CRM, ERP, product catalogs, and other enterprise sources. Each agent contributes specific expertise and information, while the orchestrator agent manages the entire process to provide comprehensive, contextualized, and reliable answers within a single interaction.
This approach improves response quality, speeds up access to information, and enhances the ability to support operational and commercial decision-making.
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