LTW365 AI in Retail conference review: has the impact of AI technology for retailers been overhyped?

At the opening keynote panel of LTW365 AI in Retail in London this week, delegates were reminded that while many retailers have made AI a top priority, the technology has proved hard to implement. 

“I don’t think it’s a bubble,” Mohsen Ghasempour, Chief AI Officer at Kingfisher, shared, adding that the technology was already having an impact at the home improvement giant. Personalised recommendations are generating sales for the business, while AI is also supporting pricing. “It’s easy to get a return on investment in these areas,” he added.

Simon Ellis, Head of AI Transformation and Enterprise Architecture at Pets at Home, told delegates that the pace of change in retail is an issue. “There are two worlds and they need to align - consumer expectations and the operations of the business,” he explained.

“There is a danger that with AI you are simply doing the same thing, just faster,” Ellis warned. “It really offers us a chance to do things differently.” 

Stephen Reid, Chief Architect at The Very Group, agreed that retailers need to have a clear strategy when using AI. “A lot have taken a pilot based approach, but the next step is looking at how AI aligns with their strategy,” he added.

The Very Group has been using AI for finance, where it helps to detect potential fraud, and in managing customer credit. “Classic AI is embedded across our entire organisation,” Reid said. 

More recently, the online retailer has been using AI to generate copy for product descriptions, which are better able to drive sales. It is also tapping the technology to offer personalised search results for customers, which Reid said had already increased conversion rates.

Ghasempour also shared how AI is being deployed in stores to help consumers find the tools or equipment they need with a simple mobile scan. “For example, an AI agent can help them find the best match in our range of wallpaper,” he commented.

“A lot of board members get very excited about the potential of AI,” Ellis added. “But it needs to fit into the rest of your business.” For Pets at Home, Ellis said this means remembering the focus on supporting its customers.

“Our customers are looking for advice and support,” he stated. “I love AI and tech but people are the safety layer - our strategy is to give our colleagues tools to better support our customers.”

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.