Between Vision and Reality: Rethinking the Role of Employees in AI-Driven Retail

The future of retail is often envisioned through the lens of full automation and robotics, integrating Artificial Intelligence (AI) technologies in everyday shopping. However, current realities in retail diverge from these futuristic depictions. In Germany, for instance, self-service checkouts and online ordering prevail over fully automated stores. As this contribution argues, retail employees remain pivotal despite technological developments. In fact, they must adapt to evolving digital and AI workplace settings, necessitating skillsets to navigate complex data and technologies. This paper discusses AI’s applications in retail and, furthermore, sheds light on an overlooked aspect: the role and expectations of employees amidst technological changes. Thus, findings from an employee survey on AI at the workplace and insights from a qualitative study in a German food discounter enrich the current discourse on AI’s integration in retail.