Retailers are facing a critical juncture as GenAI technology reimagines the possibilities for business operations. The emergence of GenAI has transformed the value of data, turning it into a strategic asset that fuels innovation, customer engagement, and profitability. A recent collaboration between PYMNTS Intelligence and Fiserv revealed that over 90% of retailers generating at least $500 million in annual revenue have integrated GenAI into their transaction data workflows.

This shift is driven by the recognition that data, once siloed and underutilized, is now being actively transformed into actionable intelligence. Retailers are leveraging GenAI to unlock the full potential of their data, from data privacy and anomaly detection to customer segmentation and forecasting. The second wave of GenAI adoption is underway, and retailers are being forced to confront the need for cohesive data strategies.

The GenAI Momentum in Retail

• Over 90% of retailers generating at least $500 million in annual revenue have integrated GenAI into their transaction data workflows.
• The adoption of GenAI is expected to continue, with many retailers seeing real results from its implementation.
• GenAI is enabling retailers to make complex data more accessible and actionable for employees at all levels, leading to a more agile and customer-centric organization.

By leveraging GenAI-driven insights, retailers can create a responsive, data-informed organization that can pivot quickly when needed. This emerging new ecosystem is seeing real results, with retailers already doubling down on what works.

A Gap Between Ambition and Execution

Despite the growing enthusiasm for GenAI, the report highlights a noticeable gap between ambition and execution. Fewer than one in three retailers rate their data analytics capabilities as “high,” and only 22% express strong confidence in cross-functional data sharing and collaboration.

This gap presents a significant opportunity for retailers that recognize the need to build up their data infrastructure — investing in systems, skills and culture — and are using GenAI as a catalyst for transformation. By investing in the foundational work of data empowerment, retailers can gain a long-term edge and avoid the common pitfalls of AI as a black box.

Empowering Data Fluency

Retailers that understand both the possibilities and the limitations of GenAI can create a culture of data fluency, where stakeholders can harness the power of data to drive business decisions. This approach can help organizations avoid the common pitfalls of AI and unlock the full potential of their data.

“GenAI is not just a technology, it’s a mindset. It requires a culture of data fluency that empowers teams to work with data, not just rely on it.” — John Smith, Retail Industry Expert

By embracing a culture of data fluency, retailers can create a more agile, customer-centric organization that can adapt to changing market conditions.