Not using AI across your retail business properly, purposefully and with intent? Then you're already behind

There’s a lot of noise right now about AI. And a lot of nonsense too. But there are also excellent tools available to help retailers cut through the hype. So says Graham Broomfield, COO at Neve Jewels Group.

In a LinkedIn post, he said: “People are calling out brands for using AI generated content, claiming they can spot what lacks a human touch. Others are proudly saying they don’t use AI at all, as if falling behind is a strategy.”

“Let’s be real. AI is only as good as what you feed it. Just like the old saying, shit in, shit out. Bad inputs, unclear briefs, poor judgement…that’s not an AI problem, that’s a leadership one. Here’s what I’m seeing, not selling.”

He added: “If you're not already using AI across your retail business properly, purposefully and with intent, you're already behind. Having worked across retail for over 25 years and advised fashion brands across the UK, Europe and the US, I can say with confidence, there’s still a huge misunderstanding of what AI can actually unlock.”

Broomfield went on to flag up five tools that are helping retailers move forward:

Dropit helps you make smarter merchandising and allocation decisions in real-time.

Ocula Technologies automatically rewrites and optimises millions of product pages, improving SEO, tone of voice and traffic.

Made With Intent gives you a live read on customer behaviour and buying intent so you can personalise accordingly.

Lily AI translates your internal product attributes into real customer language, improving discoverability and relevance.

Syte uses visual AI to turn inspiration into action, making product discovery and personalisation feel effortless.

He said: “These tools don’t replace good people. They help them focus on the work that really matters. This isn’t about shortcuts. It’s about smartcuts. And it’s not just about saving money. It’s about building better businesses, faster. The brands that get this are already pulling ahead. The rest? Well…ours just suggested we launch a Pumpkin Spice Diamond Collection…if that’s what the people want…2026 is going to be wild.”

2025 RTIH INNOVATION AWARDS

AI will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.