Retailers reshape associate roles as AI shifts in-store expectations

Retailers are training store associates to confirm or suggest product additions in under a minute as shoppers arrive with AI-driven research. Shoppers often spend a couple hours or more researching products via AI before entering stores, raising expectations for associate expertise.

Training focuses on product knowledge that exceeds what generic AI tools can provide, especially for complex or expensive items. At big-box chains like Walmart, many shoppers prefer minimal associate interaction unless a problem arises, while specialty retailers rely on associates as trusted experts. Associates receive AI-based onboarding help, but brands must ensure they can answer questions quickly without external tools.

“Back then, store associates were saying, 'Customers come in, and they've already done all this research, and they know more about the products than I do because they have access to all this information that I don't have access to,',” Nikki Baird, vice president of strategy and product at Aptos Retail said.

“AI will only return answers for what you ask it,” Garry Heon, senior vice president and sector head of retail and consumer goods, communications, media and entertainment at QualityAI said.

Before AI, the spread of branded websites gave customers product information online, changing how associates interacted with shoppers in store.

What we know

• Shoppers often spend a couple hours or more researching products via AI before entering stores.

• An associate needs to be able to confirm or suggest additions to the customer’s decision in less than a minute.

• Nikki Baird is vice president of strategy and product at Aptos Retail.

• Garry Heon is senior vice president and sector head of retail and consumer goods, communications, media and entertainment at QualityAI.