Why The EU AI Act Could Redefine Customer Trust in Retail

AI now touches nearly every stage of the retail customer journey, from product recommendations to chatbots and automated returns. Yet according to TTEC Digital research, only 43% of organizations feel confident they can clearly account for where AI is being used across that journey.

In a new article for Retail Focus UK, Amanda Panks, Senior Manager, Strategy and Operations, EMEA at TTEC Digital, explores what the EU AI Act means for UK retailers — from the cost of non-compliance to the deeper commercial question underneath it all: can you explain where AI is operating, how decisions are being made, and where human oversight exists?

As the article argues, the retailers best positioned for the future won't necessarily be those using the least AI. They'll be the ones who recognize that transparency and trust, not just compliance, will dictate who succeeds.

Read the full article to understand why governing AI responsibly may matter as much as deploying it.