AI in retail is no longer a question of if, it’s a question of how fast brands can move from experimentation to impact.
A new study highlighted by Chain Store Age shows that while AI adoption across retail and consumer goods is still progressing more slowly than many hoped, momentum is building.
That feels right.
Because the real challenge is rarely access to AI. It’s turning pilots into practical, scalable use cases that improve planning, targeting, operations and customer relevance.
For our sector, that matters.
As retailers and brands navigate tighter margins and rising expectations, the winners will be those who combine innovation with channels that already deliver trust, reach and measurable action.
At ELMA, we believe the future is not about AI instead of established media.
It’s about using AI to make media smarter, more targeted and more connected to real shopper behaviour.
The opportunity is not just to adopt AI.
It’s to apply it where it can genuinely strengthen effectiveness.