ChatGPT in Retail: AI, Personalisation and the Human Touch
H&M customer insights leader Dominik Olejko discusses generative AI, assisted shopping, self-service and the risks of moving faster than customer understanding.
The episode at a glance
- AI may reshape search, advice and digital shopping, but trust remains essential.
- Introducing self-service can require significant customer and employee adjustment.
- Retailers should use technology to create more time for useful human interactions.
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Key insights from Dominik Olejko
Retail adoption takes time
Dominik Olejko recalls customer reactions to the introduction of self-checkout, including concern about losing familiar cashier interactions. The lesson for generative AI is similar: new capabilities may be useful, but brands still need to explain them and support people through change.
AI can make product discovery conversational
The discussion imagines customers asking more natural, specific questions and receiving help tailored to what they are trying to do. This could improve product research and online support, provided responses are grounded in accurate and current product information.
Hyper-personalisation carries responsibility
Customers may value relevance while remaining uncomfortable with opaque data practices or recommendations that feel intrusive. Retail brands should be clear about how they use information and give people meaningful ways to control their experience.
Keep a place for people
Automated assistance can answer routine questions, but complex purchases, delivery problems and emotionally important moments may still require human judgement. A successful omnichannel experience makes escalation obvious rather than trapping users in automation.
How to apply this thinking
Prototype one AI-assisted retail task with clear accuracy checks, privacy guardrails and a visible path to human help.
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