Retailers are being urged to rethink how artificial intelligence is deployed, with experts warning that technology should enhance, not replace, human interaction on the shop floor.
© Aleksei Gorodenkov | Dreamstime
Speaking at Las Vegas Market, Jake Freedman, CEO of Dovr Media, outlined how furniture retailers can use AI to increase revenue through personalisation, predictive analytics and smarter search.
He argued that success will depend on intentional use rather than full automation. "The future is personal but still human," he said, adding that sales staff will remain essential to closing high-value purchases.
Freedman advised retailers to begin with an audit of existing technology, identify friction points in the customer journey and prioritise automation with measurable impact. Common pitfalls include pursuing fashionable tools without strategy, over-automating customer contact, relying on poor data and expecting immediate results. "AI is a system," he noted, "not a switch."
Effective deployment, he said, involves gradual adoption, strong infrastructure and unifying online and showroom experiences. AI can automate repetitive tasks, generate consistent marketing content, personalise offers and surface in-stock products, while giving sales teams deeper insight into customer behaviour.
He also called for mandatory training so staff can use AI responsibly and effectively.
Source: www.furnituretoday.com
