AI as your new sales floor advisor

In the 1960s, retail was a deeply personal experience. As you walked into the store, the air hummed with activity, shoppers browsed racks while a well-dressed attendant glided over to assist. This attendant—your sales floor advisor—does more than sell. They understand you. They read your body language, listen to your hesitations, and suggest a blouse that complements your complexion or a jacket that will turn heads at your next meeting.

Fast forward to today when over half of all shopping happens online, and that attentive advisor is nowhere to be found. What we gain in convenience, we lose in connection. You click, you add to cart, you second-guess yourself. Does this dress actually suit me? What shoes go with it? You’re left wondering. And then, perhaps, you close the browser.

But what if the sales floor advisor didn’t disappear? What if they simply evolved—into an algorithm?

Let’s consider how AI could revolutionize online shopping, not just as a tool for efficiency, but as an experience enhancer, recapturing the personalization we’ve left behind.

1. What colours would look best on me?

   There’s a phenomenon psychologists call decision fatigue. The human brain has a limited capacity for choices in a given day. By the time I’m deciding whether this bright green sweater is a good idea, I’m already exhausted. My fallback? Grey. It’s safe. It hides my dog’s hair. It matches everything. But does it flatter me? I have no idea.

   
   

   Now imagine this: You upload a photo of yourself. The AI studies your skin tone, hair colour, and even the season. It tells you that while grey is practical, a rich emerald would make your features pop this winter. It doesn’t stop there. It suggests a scarf or pair of boots to complete the look. Suddenly, the AI isn’t just a tool; it’s a trusted advisor, nudging you toward a version of yourself you didn’t know existed.

   
   

   Why does this matter to retailers? Because confidence leads to conversions. The more assured a shopper feels, the more likely they are to buy—and to keep coming back.
   

2. What bottoms can I wear with this top?

   Consider the denim vest. You love it at first sight. It’s timeless, edgy, versatile—everything you want in a wardrobe staple. But then comes the doubt. What do you pair it with? Denim on denim? Too risky. A skirt? But what kind? Before you know it, the vest stays in your cart, unpurchased.

   
   

   Enter AI. It recognizes the vest in your cart and instantly suggests outfits: pair it with a white turtleneck and tan wide-leg pants for a sleek, modern look. Better yet, it offers you a bundle discount if you buy all three pieces together.

   
   

   Why does this matter to retailers? The brilliance here isn’t just in guiding the customer. For retailers, this is a masterclass in upselling. When you show someone how an item fits into their life, you’re not just selling a product—you’re creating a story.
   

3. What does this look like on me?

   There’s a reason brick-and-mortar stores aren’t obsolete. Despite all the conveniences of online shopping, there’s one thing a website can’t replicate: the fitting room. Clothes that look perfect on a model often feel like a mismatch when you try them on.

   
   

   Now imagine this: you walk into a store, have your measurements professionally taken, and upload them to your favourite retailer’s app. From then on, every time you shop online, you can virtually "try on" clothes with precise accuracy. How does that sweater drape on your shoulders? Does that dress hit just above the knee? You’d know before you ever hit "Add to Cart."

   
   

   Why does this matter to retailers? This isn’t just a way to reduce returns—it’s an opportunity to build trust. When customers feel confident in their choices, they’re more likely to buy—and less likely to second-guess.
   

4. How can I transform my wardrobe for fall?

   We’ve all been there: the seasonal change that makes our wardrobe feel inadequate. Summer dresses won’t cut it, but replacing your entire closet feels wasteful.

   
   

   Retailers have a strange relationship with data. They know what you’ve bought in the past, yet they rarely use that information in meaningful ways. Why? Perhaps they worry about seeming intrusive. But what if past purchase data could be reframed as a service rather than surveillance?

   
   

   AI could analyze your closet and suggest small additions to transition your wardrobe. Perhaps it notices that you favour neutral tones and recommends a cozy cardigan in a bold accent colour. The result? You feel seen. You feel supported. You click "buy."

   
   

   Why does this matter to retailers? This approach acknowledges a fundamental truth: customers don’t just want to buy—they want to be understood. This goes beyond customer convenience and flies headfirst into customer loyalty.

FINAL THOUGHTS

In the 1980s, retail was about customer service. In the 2000s, it was about efficiency. Today, it’s about experience. And yet, so many retailers are stuck in an outdated model, treating online shoppers as data points rather than individuals.

AI has the power to change that. Not by replacing humans, but by amplifying what humans do best: understanding, advising, and connecting. In a world where customers are inundated with options, the brands that thrive will be the ones that offer clarity and confidence.

As we head into an uncertain economic future, retailers must ask themselves one question: how are we using technology to serve our customers better? Because the companies that embrace AI won’t just survive—they’ll redefine what it means to shop.