The mention of artificial intelligence often triggers two reactions among independent retailers: excitement at the possibilities, or trepidation at what seems like complex, expensive technology reserved for corporate giants. Yet the landscape has shifted dramatically: AI isn't the future of retail – it's the present. Tools are now accessible, affordable, and designed for businesses of all sizes.
In Bira's “High Street Matters” podcast, I spoke with Melissa Minkow, Global Director of Retail Strategy and Insights at CI&T, and Thomas Akintan, co-founder of Avalon Insights, about how independent retailers can harness AI without needing a computer science degree or corporate budget.
The numbers tell a compelling story. Recent research from CI&T surveyed 2,000 UK consumers and found that 61 per cent have used AI when shopping, with 53 per cent doing so often or very often. Yet 68 per cent cannot name a single retailer delivering a memorable AI experience. This gap represents a significant opportunity for independent retailers who get it right.
Melissa explained: "Consumers are embracing this technology and retailers are leveraging it in many more ways than they were previously able. There's generative AI, there's agentic AI, and there's just so many use cases expanding every day."
So where should independent retailers begin? Thomas Akintan's advice is clear: start small. "I wouldn't advise any business to let AI take a full sweep at revolutionising your business. Start small, test the use case, make sure your customers are happy with it, make sure your internal employees are happy with it, and make sure it works before you roll it out."
Consider the everyday tasks that consume valuable time. AI can assist with creating social media content, writing product descriptions, analysing customer feedback, or managing email marketing. These aren't futuristic applications; they're practical solutions available now, often through free or low-cost tools.
The beauty of AI is in augmentation, not replacement. It doesn't eliminate the personal touch that distinguishes independent shops but enhances it. By handling time-consuming administrative tasks, AI frees staff to focus on building customer relationships and delivering exceptional service.
What consumers want from AI aligns perfectly with independent retailers' strengths: 63 per cent of consumers want AI to save them time, 61 per cent want it to make finding products easier, and 58 per cent want help getting better prices.
Just be brave. This week, take one small step. If you haven't explored ChatGPT, if you haven't heard of Claude or Jasper, go and visit them, see what they can do. Experiment with writing a social media post or product description. You might be surprised at how straightforward it is.
Andrew Goodacre Photo: Handout