AI-Powered Associates: Bridging the Gap Between Digital and In-Store Retail

In today’s rapidly evolving retail landscape, the distinction between digital and in-store experiences is blurring. While e-commerce continues to grow, brick-and-mortar stores remain the backbone of the industry, accounting for over 70% of U.S. retail sales. Yet, the in-store experience has often lagged behind digital innovation, leaving store associates under-supported and customer service inconsistent. The next frontier in retail transformation is here: AI-powered associates, seamlessly connecting digital intelligence with the human touch that defines in-store shopping.

The Imperative for Change

Retailers face mounting challenges: labor shortages, rising customer expectations, and the need to optimize every aspect of operations. Half of hourly store workers consider leaving their jobs within six months, and 50% leave within the first 120 days. Meanwhile, 42% of e-commerce orders are now fulfilled by stores, and 84% of associates are involved in loss prevention. The message is clear: exceptional customer service and operational efficiency depend on empowering the people who deliver them.

AI Agents: Transforming the Associate Experience

With 90% of retailers investing in AI, the technology is fundamentally changing how associates work and interact with customers. AI agents—autonomous, intelligent systems powered by platforms like Salesforce Agentforce—are being deployed across four critical in-store functions:

  1. Customer Service

    • Enhanced Support: AI-powered chatbots and virtual assistants handle routine inquiries (e.g., returns, product availability), freeing associates to focus on complex, high-value interactions.
    • Personalized Clienteling: Associates can access a 360-degree view of the customer—purchase history, preferences, loyalty status—enabling tailored recommendations and offers in real time.
    • Efficiency in Staffing Shortages: In stores with limited staff, AI-driven order management systems guide associates, optimize picking paths, and answer questions, reducing stress and improving service.

  2. Fulfillment

    • Streamlined Operations: AI optimizes picking, packing, and inventory management for online orders fulfilled in-store, ensuring speed and accuracy.
    • Voice-Activated Tools: Associates use voice commands to update inventory or check order status, accelerating fulfillment and reducing errors.
    • Specialized Roles: The rise of roles like fulfillment managers reflects the growing importance of seamless store operations in meeting omnichannel demand.

  3. Loss Prevention

    • Smarter Tracking: RFID tags and AI-powered cameras (computer vision) provide real-time geotracking and detect suspicious activity, reducing shrinkage and improving security.
    • Proactive Alerts: AI analyzes data to flag potential theft, enabling associates to act quickly and discreetly, minimizing friction for shoppers.

  4. Inventory Management

    • Automated Insights: AI continuously analyzes sales and inventory data, ensuring shelves are stocked with high-demand items and alerting associates when replenishment is needed.
    • Real-Time Visibility: Associates receive mobile notifications to restock or adjust displays, while customers are prevented from ordering out-of-stock items online, reducing cancellations and frustration.

The Power of Agentic AI: Beyond Point Solutions

Traditional retail technology often overwhelms associates, who may juggle a dozen disconnected systems daily. Agentic AI—autonomous, generative, and workflow-integrated—solves this by connecting data and processes across the store. Instead of simply providing information, these AI agents execute tasks, automate workflows, and surface actionable insights, allowing associates to focus on what matters most: building relationships and delivering high-touch service.

For example, a loyal online customer walks into a store for the first time. An associate, with no prior knowledge of the customer, uses a mobile device to access their profile. Instantly, AI suggests the perfect product based on preferences and inventory, even offering a personalized loyalty reward. This is the future of clienteling—personal, efficient, and powered by real-time data.

Real-World Impact: How Publicis Sapient and Agentforce Deliver Value

Publicis Sapient, in partnership with Salesforce, helps retailers move beyond technology implementation to holistic transformation. Our approach integrates front-stage (customer-facing) and back-stage (operational) processes, ensuring that AI enhances every aspect of the store experience.

Key Capabilities:

The Merchant Agent, Powered by Salesforce

Part of the Agentforce suite, the Merchant Agent equips merchants with AI-driven tools to:

The Business Case: Productivity, Profitability, and Loyalty

AI-powered associates drive measurable results:

Retailers who embrace AI-powered associates see double-digit efficiency gains, higher average order values, and improved customer satisfaction. As omnichannel customers spend 30-50% more than single-channel shoppers, the ROI of integrating digital and in-store operations is clear.

The Path Forward

The future of retail is not about replacing people with technology, but about amplifying human potential with intelligent systems. AI-powered associates bridge the gap between digital and in-store, enabling retailers to:

Publicis Sapient stands at the forefront of this transformation, helping retailers design, implement, and scale AI-powered solutions that put both customers and associates at the center. The result: thriving stores, empowered teams, and loyal customers in a connected retail world.

Ready to modernize your store experience? Discover how AI-powered associates can transform your business at publicissapient.com.