New era of retail enablement: intelligent support to amplify human interactions

How AI assistance is amplifying human judgment in store associate productivity and frontline enablement.

The AI systems currently reshaping e-commerce are now providing new support tools for the retail floor, driving a new era of retail enablement. According to BCG, retailers who don’t adapt risk falling behind in competitive ecosystems. McKinsey takes it further: Intelligent systems will eventually support every layer of commerce, from consumer interfaces to point-of-sale systems and workforce orchestration.

Here’s the opportunity: The next retail advantage won’t come from adding more tools to your tech stack. It will come from retail enablement that equips every associate with intelligent support, helping them make better decisions and execute with confidence.

What is agentic AI in retail?

Agentic AI refers to intelligent systems that can provide recommendations, surface relevant information and assist with complex tasks. In retail, this means workforce agents that act as digital assistants for store teams, suggesting priorities and surfacing product knowledge exactly when teams need guidance.

McKinsey describes how AI systems now connect data sources through real-time planning, giving retailers the ability to surface dynamic information (inventory updates, campaign alerts, training resources) directly to associates. But the human remains in control. Associates review AI suggestions, apply their judgment and make final decisions based on what they see happening in the store.

This is where retail enablement becomes intelligence-assisted infrastructure, amplifying human expertise rather than replacing it.

Clock-in: Smart suggestions for shift planning

Picture this: An associate clocks in for their morning shift. The system provides a suggested task list based on current store conditions, but the associate and their manager have full control to adjust priorities based on their expertise and what’s actually happening on the floor.

BCG emphasizes that retailers need to “operate at AI speed and scale,” but that speed comes from eliminating friction, not eliminating human judgment. McKinsey talks about intelligent support for store operations, training and incentives. What does this actually look like? When you log in, you see recommended priorities, new campaign information and operational insights. You decide what makes sense for your store today.

This is the first step in frontline enablement: intelligent support that respects human expertise.

Task stack: Supporting associates with smart recommendations

McKinsey describes how AI systems can help coordinate multi-step tasks by providing suggestions and dynamic planning support. BCG points to “workforce agents” that assist with productivity by surfacing relevant information behind the scenes.

In practice? The system suggests priority adjustments when inventory levels shift, customer flow patterns change or sales goals get updated. A stockroom task might appear in your suggested list because an online order just came in. A training module surfaces because you’re scheduled to help with a product category you haven’t worked with recently.

But here’s what matters: Associates and managers review these suggestions and decide what actually makes sense. The AI provides options. Humans make choices. Welcome to 2025, where retail enablement means intelligent support for better decision-making, with store associate productivity driven by human judgment enhanced by smart tools.

Scan: AI-assisted product knowledge at your fingertips

Every barcode scan becomes an opportunity for instant support. Think about that for a second.

McKinsey notes that intelligent systems can connect product content and recommendations in real time. BCG describes how brand information and workforce support systems can combine for in-store precision. When an associate scans a product, they instantly access brand-approved answers, recommendations and product insights. The associate decides what information to share with customers based on their expertise and the conversation at hand.

That simple scan becomes a gateway to everything the associate might need to know, empowering them to provide expert service.

Recommend: AI-suggested upselling that respects human judgment

Here’s where intelligent support in retail gets interesting. BCG research shows AI-powered recommendation systems can increase engagement and conversion by about 10% compared to traditional approaches when used as decision support tools. McKinsey explains how intelligent systems can provide upsell suggestions in real-world contexts.

Associates become better-equipped sellers through retail enablement platforms. The system suggests product substitutions when something’s out of stock, but the associate decides if the suggestion fits the customer’s needs. The platform recommends bundles based on what’s moving, but the associate uses their judgment about timing and relevance. The system surfaces loyalty rewards, but the associate determines the right moment to mention them.

This is where workforce agents provide support without taking control. Store associate productivity increases because associates spend less time searching for information and more time building customer relationships.

Recognize: Building engagement through continuous retail enablement

BCG makes it clear: Retailers must support their workforce with new tools while maintaining the human expertise that drives results. McKinsey emphasizes that trust, transparency and continuous learning form the backbone of intelligent systems.

The clock-out moment matters as much as clock-in. Recognition and micro-learning at the end of shift create a feedback loop that builds motivation, strengthens knowledge retention and deepens loyalty. Did you complete that product training? Here’s what you mastered. Did you hit your goals? Here’s how you compare and what resources might help tomorrow.

This daily cycle, from clock-in to clock-out, is where retail enablement stays human. It’s continuous frontline enablement that supports and celebrates associate expertise.

The infrastructure behind supportive retail technology

Let’s synthesize what BCG and McKinsey are really saying. BCG brings urgency about competitive adaptation. McKinsey brings insights about architecture and workflow intelligence.

The same infrastructure enabling smart e-commerce recommendations can now support associate decision-making in stores. Retail enablement platforms aren’t replacing human judgment. They’re providing intelligent assistance that helps associates and managers make better decisions faster.

This isn’t about automating people. It’s about amplifying what they can do when supported by intelligent systems that surface the right information at the right time. Store associate productivity improves when technology handles information retrieval while humans handle strategy, relationships and judgment calls.

Why human-centered retail enablement matters more than ever

BCG’s research concludes that “those who move now by investing in intelligent capabilities will define the next era of customer engagement and operational efficiency.”

Here’s what matters: 80% of sales still happen in-store, driven by human expertise and relationships. But the way stores support their teams is evolving right now. The retailers who recognize this aren’t replacing human judgment with algorithms. They’re rethinking how to equip associates with better tools, better information and better support.

The future of retail isn’t about replacing people with technology. It’s about empowering people with intelligent support that helps them do what they do best: build relationships, solve problems and deliver exceptional experiences. And that future respects the irreplaceable value of human expertise.

Frequently Asked Questions About Retail Enablement with AI

What is retail enablement?

Retail enablement is the process of equipping store associates with the tools, training and real-time information they need to make better decisions and deliver exceptional customer experiences. Modern retail enablement platforms use AI to provide intelligent suggestions while keeping humans in control of final decisions.

How does AI support improve store associate productivity?

AI support systems help associates by automatically surfacing relevant product information, suggesting task priorities and providing real-time guidance. Associates review these suggestions and apply their judgment. This reduces time spent searching for information and helps associates focus on customer service, typically improving productivity by 10-15% while maintaining human control.

What are workforce agents?

Workforce agents are AI systems designed to assist frontline employees with task suggestions, training resources and decision support. In retail, workforce agents integrate with store systems to provide recommendations, but associates and managers always make the final decisions about priorities and execution.

How is frontline enablement different from traditional training?

Frontline enablement goes beyond one-time training sessions. It provides continuous, personalized support throughout the workday, from clock-in to clock-out. Retail enablement platforms deliver micro-learning, suggested priorities and recognition in the moment of need, but associates control how they use these resources based on their expertise and store conditions.

What is real-time retail execution?

Real-time retail execution means providing store teams with up-to-the-minute information about conditions like inventory levels, customer traffic and sales goals. AI systems surface this information and suggest adjustments, but associates and managers decide how to respond based on their judgment and what’s actually happening in the store.

How do retailers implement AI support in stores?

Retailers implement AI support through retail enablement platforms that integrate with existing systems. These platforms use intelligent algorithms to provide suggestions, surface information and offer decision support without requiring associates to learn complex new tools. The AI provides options while associates and managers maintain control.

Will AI replace retail workers?

No. AI in retail is designed to support human expertise, not replace it. Intelligent systems handle information retrieval and provide suggestions, allowing associates to focus on relationship-building and complex customer service that requires human judgment, empathy and decision-making. The human factor remains essential and irreplaceable.

Who controls daily store operations with AI systems?

Store managers and associates maintain full control of daily operations. AI systems provide suggestions, surface relevant information and highlight potential priorities, but humans review these recommendations and make all final decisions based on their expertise, store conditions and customer needs.