Proactive retailers embrace AI to enhance personalisation and gain lasting loyalty, Apply Digital research

The retail sector is making a decisive shift toward AI powered personalisation, according to research by Apply Digital.

The company worked with Censuswide to conduct a survey of 400 senior decision-makers across the sports, retail, media and entertainment, CPG, and B2B industries. Censuswide also surveyed over 1,000 consumers across various demographics. 

95% of businesses are either already using or planning to adopt real-time product recommendations in the near-term (71% currently and 24% within 12 months), while under 2% have no plans currently. Meanwhile, 93% say they are already using or plan to use AI to enhance search capabilities.

A further 89% are investing in AI to personalise product descriptions - signalling a broad push toward relevance and real-time adaptation.

Retail companies are among the most proactive in embracing AI to deliver tailored customer experiences - a trend driven by the need to stay competitive and respond to increasingly sophisticated consumer expectations.

Brian Browning, VP of Enterprise Solutions at Apply Digital, comments: “The pace of AI adoption in the retail sector shows that leaders aren’t waiting around as brands are focussed on turning moments of relevance into lasting loyalty."

“In fact, nearly three-quarters of retail businesses say they are already applying AI in some form in day-to-day customer experience delivery - a sign that the sector has moved well beyond experimentation. From dynamic promotions and personalised discounts to predictive merchandising and content tailored to local tastes, AI is helping brands fine-tune CX with increasing precision.”

Many retail brands are also investing in AI to enhance seasonal adjustments on products and promotions, utilise dynamic pricing based on user behaviour, and personalise navigation. The research notes this shift is supported by increased budget commitments. Over half of business leaders across sectors plan to spend more than $1 million on personalisation initiatives in 2025, with AI now seen as a critical growth driver.

However, consumer trust remains a key concern. While seven in ten consumers, rising to 80% of those aged 18-24, say they value personalisation, nearly 40% want greater control over how their data is used. Businesses that are transparent about data collection and security, and that offer clear value in return, are best positioned to build lasting relationships.

As the industry prepares for the arrival of agentic AI - digital assistants that act on behalf of consumers - the research suggests retailers will need to adapt quickly. From automated purchasing to real-time product discovery, the customer journey is poised to change radically.

Sarah Hackett, SVP of Growth at Apply Digital, says: "Today’s consumers expect engaging experiences, but personalisation isn’t just about engagement. One to one experiences drive revenue, repeat purchase, and long-term growth. That’s why the retail brands that combine AI with empathy and trust won’t just meet customer expectations - they’ll define them."

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 Wednesday, 3rd September.

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, 18th July: Award entry deadline 

Tuesday, 22nd July: 2025 finalists revealed

Wednesday, 23rd July - Friday, 8th August: Judging days

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