Kingfisher: AI works best when retailers stay close to the real daily challenges teams and customers face

Retailers can't build AI in isolation and they must remember to stay in touch with the everyday challenges faced by those on the frontline. So says Mohsen Ghasempour, Group AI Director at Kingfisher.

In a LinkedIn post, he said: "Time to get to work! Yesterday I spent a few hours in my favourite local B&Q store - not just for a formal visit, but to do some actual work. Not entirely sure how useful I was… but I definitely learned a lot. I got to work on the shop floor, meet our fantastic colleagues, pick up some Click & Collect orders, and - most exciting of all - try helping (questionably!) our customers find the right products."

He added: "Turns out, you don’t get to choose what you pick… so I ended up hauling a massive bathtub, six bags of compost, a hoover, etc.! It was hard work - massive shoutout to our colleagues who do this every single day in B&Q stores. It’s a great reminder that we can’t build AI in isolation. The best ideas come from staying close to the real challenges our teams and customers face every day."

Ghasempour noted that Kingfisher is bringing AI into stores across its banners (which also include Screwix, Castorama and Brico Depot) to support our colleagues and customers in new and exciting ways."

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

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, 3rd July.

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.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

Key 2025 dates

Friday, 23rd May: Award entry deadline 

Tuesday, 27th May: 2025 finalists revealed

Wednesday, 28th May - Friday, 13th June: Judging days

Thursday, 3rd July: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.