How Agentic AI and Human Collaboration Are Enhancing CX

There's a reason artificial intelligence is increasingly common — it simplifies processes, improves performance, creates growth opportunities, and drives results. Agentic AI is the next wave of technology innovation that’s sweeping across a variety of industries, including retail. From use as sales agents to personalized shopping assistants to automated checkout, agentic AI is redefining the benefits of technology advancements in the retail industry.

Between the popularity of AI assistants such as the Sephora Virtual Artist or Vue.AI, retailers are utilizing agentic AI to enhance customer experiences. According to the Connected Shoppers report, 75 percent of retailers say AI agents will be essential for a competitive edge by next year. Adapting to this trend isn’t just a matter of staying current; it's essential to remaining competitive.

Agentic AI and Data Infrastructure

Agentic AI is AI powered by “agents” that can act autonomously without human oversight to enable the interaction between AI and humans, creating a collaborative environment. For instance, in retail, one of the most common uses for this intelligent interface is to employ chatbots or virtual assistants to communicate with customers by providing all relevant information upfront.

To function optimally, agentic AI systems require a robust data infrastructure. Because of this, retailers should “get their house in order” before truly implementing agentic AI. With the continual use and integration of customer data, retailers can use AI to holistically understand who their customers are. Retailers that fully understand their shoppers can cater to them by accessing their pertinent information, such as their shopping history, to capitalize on new opportunities.

Importance of Human Collaboration

Intelligent data and generative AI have become critical for retailers looking to create innovative personalized experiences. For example, H&M uses AI chatbots to handle customer service requests but escalates more complex issues (e.g., refunds, exchanges, or even complaints) to a human support team, speeding up response times and ensuring personalized support. Furthermore, Lowe's utilizes AI to power its customer service and sales centers to provide real-time agent assistance and track assistance tickets that lead to real purchases.

These examples showcase the way to infuse humanness into tech-oriented experiences. AI can handle data-driven tasks, while humans provide emotional intelligence. The symbiosis between AI and human collaboration results in more efficient, personalized, and innovative retail environments.

A Way Forward

The emergence of agentic AI is a game-changer for retailers looking to optimize operations and enhance customer experiences. By integrating AI into sales and customer support processes, companies can accelerate growth while maintaining a customer-centric approach. A blend of AI automation and human expertise creates a powerful strategic advantage in the competitive retail landscape. Retailers that take advantage will rise above to create unique and memorable experiences.

Emily Clark is the head of retail at Further, a leading data, cloud, and AI company focused on helping companies turn raw data into the right decisions.