HyperFinity research: Many retailers feel pressure to adopt AI but only a few have defined strategies
A study by HyperFinity of 200 retail decision-makers has found that, while AI has become a strategic priority across the retail sector, many organisations are still grappling with how to turn ambition into measurable business outcomes.
91% of retailers feel either moderate or significant pressure to adopt AI in order to remain competitive. 53% describe AI as one of the most important initiatives within their business, while a further 39% say competitor activity is influencing their roadmap.
Despite widespread enthusiasm, many retailers are still struggling to translate investment into a coherent strategy. Only 46% of respondents say they have a well defined strategy supported by clear value cases. Meanwhile, 42% have identified potential use cases but remain uncertain about the commercial value they will deliver.
The research also highlights concerns around resourcing readiness, with just 27% of retailers reporting their teams are fully prepared for agentic AI deployment. A quarter described their workforce as only somewhat ready. A further 5% admit they are not ready at all.
“This research tells us that, as AI adoption accelerates, retailers face increasing pressure to develop the skills, governance frameworks and operating models needed to support long-term success,” comments Thomas Hill, Co-Founder at HyperFinity.
Retail leaders increasingly expect AI to move beyond analysis and begin influencing day-to-day business decisions. 83% believe the tech will either lead decisions or automate them across retail operations within the next year. Half expect AI to lead operational decisions while humans provide oversight and strategic direction, while 33% believe it will automate most trading, customer and operational decisions with minimal human involvement. However, appetite for automation varies significantly by role. eCommerce Directors are the most cautious, with just 9% expecting AI to automate most decisions, compared to 42% of Chief Data Officers and 35% of Chief Customer Officers.
The findings suggest retailers are moving beyond using AI as a reporting tool and increasingly see it as a decision-making partner. "The conversation in retail has shifted dramatically over the past 12 months. Most retailers no longer need convincing that AI matters. The challenge now is building the capability to turn AI into measurable business outcomes," says Hill.
"What we're seeing is a growing divide between organisations experimenting with AI and those embedding it into their operating model. Success won't come from deploying the most AI. It will come from having the strategy, governance and decision-making frameworks needed to create value from it."
While retailers see significant opportunities for automation, the greatest value may come from improving decision quality rather than simply reducing manual effort. Customer service (42%) and inventory and replenishment (37%) are viewed as the most likely functions to adopt agentic AI first, reflecting the technology's ability to automate routine operational tasks.
However, Hill believes the next phase of adoption will focus on optimisation rather than automation alone: “AI is exceptionally good at automating repeatable operational processes, whether that's customer service interactions, replenishment decisions or inventory management. But the bigger opportunity lies in helping retailers make better decisions. Areas such as pricing, loyalty, promotions and customer engagement still require commercial judgement and context. The future isn't AI replacing people. It's AI providing recommendations, insights and reasoning that help people make better decisions faster."
2026 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
