Human staff accumulate data as ‘expertise’ instead of giving it to their employers. For profit-chasing retailers, that’s a problem AI can eliminate.
You might have seen viral videos of Wendy’s drive-thru customers in the United States ordering their fast food from the firm’s generative AI bot Wendy’s FreshAI. Most show a very human-like transaction punctuated with cries of amazement at how fast, accurate and polite the system is.
But there is another force driving the tsunami of restructuring in retail. At stake is the hidden lifeblood of the 21st-century business: data. Depending on a firm’s ethical position, an AI bot can also be designed to harvest not only the customer’s words but also various “meta-facts”: male or female, young or old, thin or obese, short or tall, tattoos or no tattoos.
What makes the business case for AI bots even more compelling, however, is that they can complete the loop and use the data as well as harvest it. But human employees aren’t really able to model millions of past customer interactions, or weigh them against the customer standing in front of them.What does that mean? Using gigabyes of past data, retail bots can profile the current customer and adjust their behaviour accordingly, interact with the customer, and then feed back the data created for better performance next time.
The answers AI provides to the essential question “How do we make more money?” can be extremely granular. For example, based on data from retail bots, AI might one day suggest an additional 300 millisecond pause before asking overweight customers with brown eyes, “Anything else?”. And it might increase profits for reasons nobody understands.Data loops create a business so agile that customers feel like their minds are not just being read but anticipated.
Automation Big Data Chatbots Customer Service Data Surveillance Machine Learning Retail Surveillance Capitalism Workplace Automation
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