An exploration of how AI transforms retail to maximize benefits and minimize challenges across the omnichannel retail consumer journey
This article examines how artificial intelligence (AI) is reshaping omnichannel retail by unifying physical, digital, mobile, and social platforms into seamless consumer experiences. Based on an integrative review of academic studies, industry reports, and case analyses from 2021–2025, it highlights AI’s role in personalization, cashier-less checkout, predictive supply chain management, mobile commerce, and social shopping. Case studies of Amazon, Walmart, Sephora, and Zara demonstrate how leading retailers deploy AI to enhance efficiency and customer engagement, while the failures of JCPenney and Toys R Us underscore the risks of lagging behind. The analysis reveals AI’s ability to shift retailers from reactive models to predictive, experiential strategies but also notes challenges including data privacy, bias, adoption costs, and workforce resistance. For managers, the findings provide a roadmap for balancing innovation with trust. Future trends such as generative AI, AR/VR integration, and sustainable logistics are poised to further redefine the retail landscape.
Authors: Jason Furtick
Link: https://doi.org/10.28945/5677
Cite As: Furtick, J. (2025). AI-powered omnichannel retail: Transforming consumer experience. Muma Business Review 9(23). 253-265. https://doi.org/10.28945/5677