Considerations Before Implementing AI in Retail Marketing

MRA recently conducted a survey to gauge our members' sentiment and utilization of
artificial intelligence (AI) tools in their business. While we anticipated mixed results, it was surprising to see just how differently our members feel about and use AI. Many members shared mid-range sentiments. Others shared strong feelings, both positive and negative, towards AI use in their business and also in others’.

Reviewing the survey responses served as a reminder of the importance of knowing your customer. It can be hard to fight through the noise and know which “next great thing” is actually worth implementing, investing in, stocking, or changing. But one voice is clear. Your customers know what they’re looking for, know what they want, and know how they feel. And it’s very important that you ask.

Questions to ask before implementing AI for marketing

Graphic and content creation were some of the top-reported uses of AI by members. Before implementing these tools, take a moment to ask yourself and your team:

• Do you know how your customers feel about and respond to AI-generated flyers, event materials, and social media content?
• Do they want more customized emails with only the most relevant weekly sales, even if the content is AI-generated?
• Do your shoppers trust AI-generated images, product descriptions, or other marketing messaging as much as they trust your brand and historical content?
• How are others in your community/industry, or brands you look up to, utilizing AI?

If your customers feel strongly (positively or negatively) about AI, using these tools can make or break your brand reputation. AI tools can be key in unlocking new growth and success for your business, helping you reach new customers, streamline processes, and customize messaging to improve conversions. But they can also leave a lasting scar on your reputation if you miss the mark.

Final Takeaways

AI will continue to grow and gain traction in the retail world, and it’s increasingly important that retailers remain authentic. Remember to know your customer first, then proceed with knowledge and discernment.