Pricer research: many retailers set to invest in AI at expense of road mapped retail technology

Retailers are shelving planned store technology investment to prioritise AI, according to research from Pricer.

A survey of over 100 senior UK retailers revealed that 67% plan to invest in AI at the expense of existing road mapped technologies within the store. The aim here is to improve operations and create efficiencies to mitigate against rising costs facing their organisations. 

Pricing automation and AI for customer service in-store were the top types of AI that 59% retailers plan to invest in over other technologies, according to Pricer’s research. This was followed by shelf-edge AI cameras (53%) and AI powered in-store content (47%). 

With 43% of retailers saying that extracting data and insights from in-store technology investments to drive future performance is one of their top challenges, this is also prompting retail businesses to turn to complementary solutions at the shelf-edge to deliver data to power AI within the store.

47% of retailers are considering combining electronic shelf labels (ESLs) with automation to capture data across inventory and fraud detection, followed by customer engagement (45%) and loss prevention (42%).

Peter Ward, UK Country Manager at Pricer, comments: As retailers look to power their in-store operations with AI, increasingly we’re seeing ESLs act as the glue that connects the digital shelf-edge.  Their power lies in unifying in-store technology investments, helping retailers effectively drive greater levels of efficiency, labour productivity and CX, all whilst allowing AI to ingest data to power even great performance and ROI.”

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.