Independent retailers have a major opportunity to stand out using artificial intelligence, a new podcast has revealed.
The latest episode of High Street Matters from the British Independent Retailers Association (Bira) explores how AI tools - once exclusive to major chains - are now accessible to businesses of all sizes.
The episode features consumer data that should galvanise every independent retailer into action. It also reveals new research showing consumers are already using the tech to shop - but can’t identify any retailers delivering memorable AI experiences.
Research from global AI and tech partner CI&T which surveyed 2,000 customers in the UK and Ireland found 61% have used AI tools when shopping, with 53% doing so often or very often. Yet 68% cannot name a single retailer delivering a memorable AI experience.
Melissa Minkow, global director of retail strategy and insights at CI&T, said: “Consumers are embracing this technology but there’s a huge gap. Independent retailers who get this right now have a real chance to stand out.”
Andrew Goodacre, CEO of Bira, added: “What I love about independent retailers is they already know their existing customers really well. AI is going to afford them the opportunity to reach a whole new customer that they may not know currently.”
However, trust remains crucial. The research found 83% of consumers say data breaches impact their shopping decisions, with data privacy the top concern about AI shopping experiences.
“Independent retailers can position themselves as the trustworthy alternative by being transparent about how they use AI,” Melissa added.
Thomas Akintan, co-founder of Avalon Insights, which specialises in helping small businesses adopt AI, urged retailers to start small: “Start with simple things, test the use case, make sure your customers are happy with it and make sure it works before you roll it out.”
The podcast reveals practical first steps including using free tools like ChatGPT, Claude, and Jasper for creating social media content, writing product descriptions and managing customer communications.
“Retailers are naturally brave - they just need to explore the opportunity this accessible technology can bring.”
Goodacre added: “If you haven’t explored ChatGPT, if you haven’t heard of Claude or Jasper, go and visit them, see what they can do. Above all else, be brave. Retailers are naturally brave - they just need to explore the opportunity this accessible technology can bring.”
The episode addresses common concerns about AI replacing staff, emphasising that the technology should augment human capabilities rather than replace them, freeing staff to focus on customer relationships.
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