Zebra Technologies: European retailers backing Gen AI to have big impact on loss prevention

Zebra Technologies has unveiled the findings of its 18th Annual Global Shopper Study, which surveyed over 4,200 respondents from North America, Latin America, Europe, and Asia-Pacific.

This shows Gen AI and automation solutions emerging as critical tools, with 87% of retail leaders citing their importance in loss prevention efforts.

“Retail’s future belongs to those who connect the physical and digital worlds through intelligent workflows,” says Matthew Guiste, Global Retail Technology Strategist, Zebra Technologies. “With AI, automation, and improved workflows, retailers can reduce loss and deliver the fast, seamless, and personalised experiences that today’s shoppers demand.”

The data indicates shopper satisfaction levels have improved in Europe, climbing to 80% (79% globally) for in-store experiences, compared to 76% last year and 84% in 2023. However, satisfaction levels for online experiences declined to 74% (73% globally) compared to 76% last year and 82% in 2023.

The research also highlights a shift in shopper priorities. While increasingly drawn to convenience, speed, and value, nearly eight in ten shoppers prioritise discounts and promotions as inflation pressures persist.

At the same time, European consumers demand operational excellence, expressing frustration with out-of-stocks(67%), locked-up products (72%) or a lack of self-checkout lanes (62%).

Retailers increasingly recognise the important role of technology in enhancing the shopping experience as delays in accessing information hinder associates and disrupt service. According to the study, 85% of European associates (88% globally) report challenges in obtaining timely assistance or information, up from 84% last year.

Providing the right technology alleviates stress and boosts job satisfaction. 87% of surveyed associates believe effective tools make their work more enjoyable and less stressful while helping them provide better service to customers. Plus, 88% in Europe (90% globally) believe the right technology helps them complete tasks faster.

Inventory challenges continue to impact shopper satisfaction and retailer profitability. While slight improvement is evident year-over-year (51% in 2025 vs 52% in 2024), more than half of shoppers reported leaving stores without all the items they intended to purchase, often due to out-of-stocks or difficulties locating products.

European retailers acknowledge these gaps, with 84% of decision-makers citing real-time inventory synchronisation as a top priority for their organisations. In fact, many of them plan to implement advanced technologies such as computer vision (61%, 57% globally), RFID (51%, 54% globally) and Gen AI (49%, 51% globally) over the next five years as they are viewed as essential tools for improving inventory visibility and reducing shrinkage.

Improving inventory management also has a positive impact on retailers’ bottom line. Based on a recent research study from Zebra in collaboration with Oxford Economics, titled Impact of Intelligent Operations, retailers achieved up to 1.8-percentage-point increases in revenue growth and profitability through improvements in their prioritised workflow of inventory management.

According to the Global Shopper Study, retail decision-makers recognise the importance of making these improvements to drive online and in-store sales. Optimising inventory processes jumped nine percentage points (38% in 2025 vs 29% in 2024) as the leading way retailers believe they can boost profits from online orders.

Inventory optimisation also ranked in the top three for in-store profitability drivers at 38%, topped by automation for more real-time inventory visibility (39%) and in-store digital ads and retail media networks which rose to 43% from 37% last year.

“Shoppers want more than transactions - they want meaningful connections and frictionless experiences,” says Guiste. “With the right technology and a commitment to continuous improvement, retailers can build trust, drive loyalty, and stay competitive in an evolving retail landscape.”

RTIH AI in Retail Awards

RTIH proudly presents the first edition of its AI in Retail Awards, sponsored by 3D Cloud and EdTech Innovation Hub.

This is now open for entries. Deadline for submissions is Friday, 5th December. It’s free to enter and you can do so across multiple categories.

Check out categories and entry forms here.

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 29th January. This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.