Generative AI is reshaping retail by enabling content creation and faster decision-making across functions like category management and supply chain. Unlike traditional AI, generative AI creates new outputs, driving innovation and competitive advantage for early adopters. As retailers face increasing pressure to modernize, top consulting firms highlight significant benefits, including operational efficiencies, improved associate productivity, and deeper shopper relationships. However, hesitation or slow adoption poses a risk. To succeed, companies must break down data silos, embrace new workflows, and align investment priorities to fully capture generative AI's enterprise-wide value.

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