Olga Dogadkina is the co-founder and CEO of Emperia.

In the dynamic realm of retail in which change is the only constant, the influence of artificial intelligence (AI) stands as a formidable force poised for remarkable growth. As AI technology continues to advance, its effect on the retail industry is deepening, opening the door for a new era of shopping experiences that’s changing the retail landscape.

But there’s more to this AI-driven revolution than meets the eye. Personalization emerges as a crucial feature for brands savvy enough to take advantage of its potential. Personalization isn’t just a trending topic—it’s a game changer that benefits both brands and their customers.

A 2018 Accenture report brought this into focus, indicating that 91% of consumers express a greater willingness to do business with brands that recall their preferences and leverage them to deliver pertinent offers and suggestions. By embracing hyper-personalization, brands can create shopping experiences tailored to the unique needs of each customer. Imagine receiving product recommendations that feel like they were curated just for you or having your shopping journey guided by algorithms finely attuned to your tastes and shopping habits.

Yet, the benefits of personalization go far beyond