Artificial Intelligence Is Transforming Retail – Here and Now

Artificial intelligence in retail is often discussed as a topic of the future, yet it has already become indispensable in many areas. “AI helps make processes more efficient and enhances the shopping experience,” explains Dr. Elaheh Momeni, Co-Founder and CTO of eMentalist. Key applications include personalized product recommendations, demand forecasting to prevent overstocking, and dynamic pricing – although the latter is still viewed critically in Austria.

Acceptance is stronger for self-checkout systems and chatbots, which are playing an increasingly important role in customer interactions. Other significant areas of application include omnichannel strategies, which seamlessly connect online and offline shopping experiences, as well as AI-supported supply chain monitoring and automated replenishment planning. Together, these technologies make retail more resilient and competitive in the long term.

However, Austria still lags behind internationally – particularly in the use of chatbots, demand forecasting, and personalized recommendations. While countries such as Germany, France, Estonia, and Finland are moving forward with clear national strategies, Austria still needs more investment and innovation to catch up.

The ChatGPT boom since late 2022 has significantly raised awareness of AI and accelerated its adoption. Dr. Momeni sees particularly strong potential in logistics, supply chain management, and in linking technology with sustainability – for instance, through energy-efficient logistics processes, automated recycling systems, or virtual fitting rooms that help reduce returns.

“AI makes retail more efficient, sustainable, and customer-centric – a transformation that will shape the entire sector for years to come,” concludes Momeni.