AI in and of itself, especially if just used to replace current advertising, does not generate success. What do you want to learn about your consumers? What do you want to do with that information? Does the AI algorithm have the authority to make any change? using AI needs to be thought through carefully.

Just one example of real machine learning and artificial intelligence in retail today is one online merchant that has a publicly available app that aggregates inputs from shoppers to help determine the best gift for any occasion based upon the natural language responses shoppers type or speak for questions asked by the app. This service has become particularly valuable to the retailer because, as opposed to a call center person who typically only suggests a couple of the most popular items to the shopper, this app digs down throughout the assortment to suggest the best item for the shopping mission. We are seeing greater movement of SKUs in the bottom 80 percent of the product line than ever before.

AI is one of the main tech disruptions that presently and in the coming years will change the world as we know it (digital health/medical tech is another example). No doubt AI will change a lot of what we know and do in relation to retail. Early adoption of AI in different aspects of retail can be unsuccessful in the short term. But longer-term retailers will go down the learning curve, while technology will improve to become more mature and gradually AI applications will create much more value in retail, especially in data analysis and fact-based decision making processes.

We already see existing AI-based solutions that create a lot of value for retailers, such ones that automatically create personalized offers and campaigns that are sent to millions of customers based on their purchase history and “Retail DNA,” or AI systems that follow shoppers who are online shopping to improve conversion, prompt personalized offers, save “abandoned carts” and tailor customized content to the particular shopper’s needs.

AI is revolutionizing the customer experience. It’s not as much about automation, although that is a powerful part of AI. It’s what information can be provided to support a sales or customer support person. Machine learning and automation can make customer support better. Simple basic questions can be answered online by computers. Customers interact with the company — actually the machine — to get information quickly. The best systems simulate a “people to people” interaction. They also can tell when the customer isn’t getting what they want and quickly and seamlessly connects them to a human.

Retail executives are drowning in data today as big data continues to explode. New solutions and capabilities are coming into the market that use AI to automatically surface key analytics, automate processes and focus on opportunities or concerns. AI and machine learning are taking optimization solutions to new levels of accuracy and capability, which as Ms. Connell says, frees up humans to be human and build both relationships and the business.

Ultimately, the long term impacts of AI on retail marketing will be substantial. While AI will potentially have a positive effect on both the consumer’s and retailer’s decision making process, this is an evolution, rather than a revolution. The retailer’s marketing teams should start to build up their capabilities, skill-sets and prepare to take advantage of this advanced technology before it becomes mainstream.

Despite the significant increase of AI branding, marketing, and the omnipresence of Watson, Alexa, and Google and other AI integration into the Amazon shopping experience, the process of AI taking over the world is going to be a slow one. The digital native community, and the generations of consumers to come will know a world, where AI is seamlessly integrated into their daily lives, and be an inherent part of knowing who they are, where/when/what they shop for, and offer a personalized and customized experienced beyond our imaginations.

AI experts tell me that what business is calling “AI” isn’t. It’s simply algorithms applied to business. And they’re yawning amid all the hype about AI.

Can AI transform retail? No. There are places where algorithms should be used to do good things. But now that we know big data isn’t going to deliver on the big promises, data people have renamed what they do AI. So remember, big data has huge potential risk (perhaps read the recent book “Weapons of Math Destruction” for examples where data analysis destroys far more than it builds).

What strikes me about the stories I read promoting the AI fad is it easily becomes an excuse not to do the hard work of retail — products, stores, logistics, inventory management, etc.

So let’s use data wisely. But also recognize it can only do so much — and we are still responsible for creating our own bright retail futures.

Anywhere there is data related to a business outcome derived from analyzing that data, AI will bring revolutionary change to processes. The key for retailers is that it is the processes that will be improved. Whether those processes are in marketing, merchandising, assortment selection, inventory control, etc. there will still be a need for a human element to relate on a personal level to customers. Retail has always been, still is, and always will be about customer relationships. AI will greatly enhance a retailer’s way to develop the relationship, but it will not replace the need for those deep relationships cultivating a loyal customer.