Artificial intelligence (AI) is changing retail on many levels: shopping behavior, the way companies interact with their customers and internal processes. Jeremy Drury, Chief Digital Officer (CDO) of IKEA Germany, spoke to us about the opportunities and challenges of AI for the store.
AI in customer communication - opportunities and caution
Artificial intelligence, especially generative AI (Gen AI), offers IKEA exciting opportunities in customer communication. Jeremy Drury explains how Gen AI allows IKEA to have personalized conversations with customers - whether through text or visuals. This allows customers to better understand how IKEA products work in their homes and how they can make their rooms even more comfortable.
At the same time, Drury emphasizes how important it is to use these technologies wisely. “When it comes to customers' personal data and their expectations, clear guidelines need to be established,” he says. IKEA is therefore taking a cautious approach to maintain the trust that has been built up over the years.
AI in the world of work - focus on raising awareness
According to Drury, AI still has little impact on the day-to-day work of employees at IKEA. The company is currently primarily concerned with identifying the potential of the technology - both internally for efficiency gains and in its interaction with customers.
Raising employee awareness is a key issue for IKEA. Drury explains how important it is to familiarize colleagues with the technology and reduce fears. “How does the algorithm work? Am I talking to a human or a machine?” - questions like these are the focus of the current training courses. At IKEA, the focus is clearly on people: “Technology alone is of no benefit. It depends on how we use it.”
IKEA Kreativ - The digital extension of the home
With “IKEA Kreativ”, the company is building a bridge between the digital and real worlds. Customers can scan their rooms, virtually remove their furniture and insert IKEA products into the room in 3D. This creates a personalized experience that facilitates planning and promotes a more intensive relationship with the customer.
This concept is an important step in the further development of the customer journey. IKEA wants to pick up customers everywhere - whether in the store, in the app or at home. “Omnichannel is not just a buzzword for us. We really want to be everywhere our customers need us,” explains Drury.
With solutions such as IKEA Kreativ, the company not only creates added value for its customers but also strengthens its position as a brand that is present in almost every household.
Conclusion:
Artificial intelligence offers IKEA enormous opportunities to improve customer interaction and make internal processes more efficient. However, people remain central to the implementation - both employees and customers. With innovative tools such as IKEA Kreativ, the company shows how technology can be used in a meaningful and customer-centric way.
