How major retailers are investing in their associates to better serve customers

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For all of the talk of artificial intelligence, retailers are well aware of the role their associates play in crafting their in-store experience.

On earnings calls last week and in recent announcements, major companies from Target to Walmart, are touting their investments in their human workforce.

While AI works as an accelerator that helps customers work through complex but low-impact decision-making, consumers still look to other people when they feel they truly need help, according to Greg Carlucci, senior director analyst at Gartner.

“What’s interesting is that we have seen that consumers are more inclined to speak with store associates if they are more sensitive or for high-importance decision-making,” Carlucci told CX Dive. “I think people inherently have also just grown up with store associates, and asking them questions to get a second opinion is still immensely valuable.”