Google Cloud Next annually brings together the brightest and most forward-thinking digital leaders to explore what’s new and next. This year was no exception. With the rapid rise of Gen AI over the past year, this year’s conference was ripe with discussions on how to invest in, adopt, and extract real value from the technology.

One notable conversation on the Next stage featured Google Cloud’s Global Director of Retail Strategy & Solutions, Paul Tepfenhart, Best Buy’s VP of Product Management, Ashley Daniels, and Quantum Metric CEO Mario Ciabarra. They provided a comprehensive exploration of how AI is transforming the retail landscape by enhancing customer support and personalization. As retail faces an urgent need for more personalized, omnichannel, and responsive experiences, Gen AI offers an opportunity to meet these standards with greater efficiency and speed.

So, what were the key takeaways from the discussion? Let’s dive into the biggest points and their implications for your business.

Personalization: The core of new AI developments

Personalization is the heartbeat of modern retail. The discussion underscored personalization as a critical driver of retail success. As Ashley Daniels noted, “retail is detail and AI handles detail incredibly well.”  She gave us a peek into how Best Buy is turning the tide. By leveraging AI, their contact centers have transformed into hubs of personalized service, where technology predicts customer needs and equips staff with all the right information. This shift means customers spend less time explaining and more time receiving tailored solutions, creating a shopping experience that feels thoughtful and individualized at every step.

Empowering empathy at scale.

Both Ashley Daniels and Mario Ciabarra emphasized that AI’s role isn’t to replace human interaction but to amplify it. A great example of this is Felix AI by Quantum Metric, which harnesses the power of Gen AI to help digital teams listen, understand, and respond to customer needs in real time more efficiently. This is not just about moving faster, but about having an instant and deep understanding of the customer experience at scale.

The impact of this kind of application is limitless. This strategic use of AI not only enhances customer satisfaction but also builds a loyal user base. It also changes how we think about personalizing customer experiences. Mario offers an example of calling customer service where an agent already understands your problem without needing an explanation. This early application of Felix AI exemplifies how Gen AI can help us be more human.

Navigating the challenges of AI adoption.

Implementing AI technology comes with its set of challenges, from managing the steep learning curve to selecting the right projects for AI integration. Ashley shared that Best Buy’s journey involved careful planning and strategic project selection. By focusing on areas where AI could make a significant impact, such as customer service automation, they created quick wins that built momentum and confidence among the team. This gradual and thoughtful approach helps mitigate the risks associated with new technologies, ensuring that AI integration is smooth and beneficial across the board.

Added to this is the understanding of how Gen AI can change the way companies hire new team members. As Ashley explains, it opens up access to those outside of traditional expertise and enables a greater focus on candidates who can understand and empathize with the customer.

The data must flow (and it must be good).

“AI is only as good as the data it processes,” says Mario Ciabarra. This fundamental truth highlights that the quality of data sets the foundation for successful AI deployment. Structured, clean data isn’t just nice to have; it’s essential. It enables smarter decisions and more precise outcomes, meaning businesses need to invest in systems that can gather, clean, and organize data efficiently. Only then can AI work its magic, turning raw data into insights that drive better business decisions and delightful shopping experiences.

This major theme was reiterated throughout the discussion by both Paul Tepfenhart and Ashley Daniels. By keeping data clean and structured, we’re setting the stage for smarter, more effective AI. This isn’t just techy jargon—it’s about making sure AI can do its job right, enhancing everything from inventory management to your shopping cart experience. Mario notes that Gen AI is a technology that changes every month, and it’s important to continue to understand those changes and how they impact your approach to data.

In short, the integration of AI in retail is advancing rapidly, offering significant opportunities to enhance customer experiences and streamline operations. However, the successful deployment of these technologies requires a thoughtful approach grounded in quality data and human-centric principles.

Want to learn more about how Quantum Metric is helping retailers across the globe adopt and apply Gen AI with Felix? Check out our full product page for more details: https://www.quantummetric.com/platform/felix-ai/