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Premal Patel, an expert in retail, shopper behavior, and personalization, also provides valuable insights into the evolving landscape of artificial intelligence-driven customer engagement and the attention economy in the Middle East.

The Byteline recently chatted with the Vice President and Managing Director of Catalina UK.

How have you seen the emergence of artificial intelligence (AI)change the face of the retail scene?

AI is rapidly transforming retail by enhancing omnichannel shopping experiences, enabling an improved understanding of shopper behavior, and personalizing customer interactions.

It allows retailers to unify channels and communications to tailor offers, thereby improving ROI (return on investment).

However, consumer uncertainty about data privacy and how their data is used remains, so retailers need to blend AI with a human touch to build trust.

Are retailers having to get even more innovative to attract consumers?

Yes, retailers are adopting AI technologies to provide personalized experiences and seamless shopping journeys.

They’re integrating digital marketing, both on- and off-platform channels, and localized promotions driven by data to attract and retain consumers.

However, they must ensure that AI tools enhance the experience rather than being intrusive.

How do they manage to retain customers once they have attracted them?

Retention comes through understanding consumer behavior and creating personalized, frictionless, and seamless shopping experiences.

AI aids in delivering targeted promotions and understanding consumer preferences across channels, making customers feel valued when they receive the right reward at the right time through their preferred channel.

Retailers also use retail media networks to engage consumers throughout their path to purchase (from out-of-home to in-store), building long-term loyalty.

What are the key roles AI plays in personalising customer experiences?

AI plays a critical role in analyzing shopping behavior to deliver personalized promotions and offers, ensuring relevance.

AI can also enhance customer service by providing staff with the insights they need to make informed decisions for their customers.

Furthermore, AI improves how omnichannel (or unified commerce) media is targeted and measured in real-time, driving better ROI for private labels and brands.

What is the secret to success in the evolving marketplace?

The secret lies in blending traditional tools with modern AI-powered systems to deliver seamless, personalized customer experiences.

AI has become essential in retail but knowing which tools to use remains challenging (as there are so many and they evolve rapidly).

Retailers need a robust CRM system powered by AI to enable faster and more accurate decision-making. Building trust by giving consumers control over their data and continuously providing value through innovative AI solutions forms the foundation of long-term success.

Do you believe AI can be a 'good' tool, given the growing concerns over its use and misuse?

AI provides a smarter way of working, increasing productivity and potentially reducing operational costs.

However, having a clear purpose for using AI is crucial from the outset; it should be aimed at helping achieve strategic business goals.

It’s easy to misuse AI, so robust governance and risk mitigation strategies should be priorities for the leadership team.

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