Four futures of AI: How AI will redefine growth, risk and value creation
Retail is entering a period of rapid AI-driven transformation, where Generative and Agentic AI are reshaping operations, customer engagement and growth strategies, but the pace of change and uncertain outcomes require a more scenario-based approach.
To navigate this uncertainty, the report outlines four potential AI-driven futures; Constraint, Growth, Transform and Collapse, each presenting different opportunities and risks for business models, competition and customer relationships. Across all scenarios, success will depend on more than just investing in AI; retailers must build strong data and technology foundations, balance human and AI capabilities, adapt to regulatory and geopolitical shifts, and explore new revenue models.