Retailers see AI as a potential game changer but remain cautious, often underestimating how quickly adoption is accelerating. Many are experimenting broadly, especially in hyper-relevant assisted e‑shopping, targeted marketing, and personalized customer engagement. Leading examples include AI shopping assistants that tailor recommendations to customers’ budgets, tastes, and needs, or help shoppers navigate large online catalogs using natural language. The rapid adoption of tools like ChatGPT highlights how fast consumer behavior can shift. A majority of retailers believe early movers in AI will gain a sustainable advantage, with more than half expecting a lead of over two years.

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