Retailers face ongoing challenges in balancing customer experience (CX), data privacy, and consistency across channels. While many leaders feel confident in their strategies, privacy concerns and uneven CX delivery remain. Retailers are experimenting with generative AI to enhance CX, but most lack formal rollout plans. Adobe and Oxford Economics surveyed 1,500 executives and 4,000 customers globally to explore these issues, highlighting the need to scale digital experiences without losing customer trust.

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