In the age of digital transformation, much of the retail conversation has focused on customer-facing innovations—seamless omnichannel journeys, frictionless checkouts, and hyper-personalized marketing. Yet, the true engine of in-store experience remains the store associate. As the frontline ambassadors of a brand, associates are uniquely positioned to shape customer perceptions, drive loyalty, and ensure operational excellence. Today, artificial intelligence (AI) and digital tools are redefining what it means to be a store associate, unlocking new levels of productivity, engagement, and value for both retailers and shoppers.
Despite the surge in online shopping, brick-and-mortar stores continue to account for the majority of retail sales. In these environments, associates are more than just salespeople—they are guides, troubleshooters, fulfillment experts, and brand representatives. However, the demands on associates have never been greater. They are expected to manage complex technology, prevent loss, handle customer frustrations, and fulfill a growing volume of online orders—all while delivering exceptional service.
The key to elevating the in-store experience lies in empowering these associates with the right digital tools. AI is not about replacing the human touch; it’s about augmenting it, enabling associates to focus on what matters most: the customer.
A significant portion of store associates still lack access to mobile devices that connect them to real-time customer, brand, and inventory data. By equipping associates with AI-powered mobile devices—driven by custom large language models (LLMs)—retailers can transform their workforce into skilled personal shoppers. These tools provide instant access to product information, customer preferences, and inventory levels, allowing associates to offer tailored recommendations, answer questions on the spot, and create memorable, personalized experiences.
The rise of e-commerce has turned physical stores into critical fulfillment hubs. In 2023, over 42% of e-commerce orders involved store-based fulfillment, placing new pressures on in-store teams. AI-enhanced mobile devices streamline this process with features like pick-path optimization and real-time notifications, reducing fulfillment times and minimizing errors. Associates can efficiently manage buy online, pick up in-store (BOPIS), same-day delivery, and ship-from-store orders, ensuring customers receive their purchases quickly and accurately.
Loss prevention remains a top concern for retail associates, with the majority expressing anxiety over theft and criminal activity. AI-powered theft analytics and RFID tracking systems are game changers, automating the detection of suspicious behavior and improving inventory accuracy. These technologies free associates from constant monitoring, allowing them to focus on customer engagement while reducing shrinkage and risk.
Inventory management is also being revolutionized by AI. Digital shelf labels (DSLs) and RFID provide real-time stock visibility and automate restocking, saving valuable time for associates. For example, major retailers are rolling out DSLs to ensure shelves are always stocked and pricing is up to date, keeping stores competitive and responsive to customer needs.
Store associates often juggle a dozen or more technology systems, from point-of-sale to inventory management to customer service platforms. The next wave of AI innovation will see the rise of AI agents—intelligent digital assistants that connect disparate systems, automate routine tasks, and surface actionable insights. These agents will enable associates to complete complex workflows with ease, further elevating their role as customer experience leaders.
Empowering associates with AI delivers measurable operational benefits:
Major retailers are already realizing the benefits of empowering associates with AI. For example, Walmart has rolled out digital shelf labels and internal AI-powered assistants to streamline both customer-facing and back-office tasks. These tools help associates summarize documents, access HR information, and automate inventory management, freeing them to focus on delivering exceptional customer service. Similarly, the adoption of AI-powered theft analytics and RFID tracking has improved security and inventory accuracy, allowing associates to spend less time on manual checks and more time engaging with customers.
The future of connected retail is not about choosing between technology and people—it’s about harnessing the best of both. By investing in AI-powered tools for store associates, retailers can unlock new levels of efficiency, engagement, and customer satisfaction. The result is a workforce that is not only more productive, but also more empowered, motivated, and capable of delivering the exceptional experiences that define leading retail brands.
As the next frontier in connected retail unfolds, the most successful organizations will be those that recognize the enduring value of the human element—amplified by the intelligence and agility of AI. Empower your associates, and you empower your entire business to thrive in the digital age.
Ready to explore how AI can transform your store operations and empower your frontline teams? Connect with Publicis Sapient’s retail experts to start your journey toward the future of retail’s frontline.