By the numbers: The survey of retail executives in North America found:

48% say AI is active in most of their organization's core functions, primarily in marketing, IT, and digital commerce
Generative AI implementation is currently outpacing predictive and agentic AI
Only about 50% believe their AI policies are comprehensive and adaptable to regulatory changes
Major policy gaps exist around workforce impact (47%), transparency (43%), and intellectual property (29%)

The big picture: While AI is widely viewed as a critical technology for the retail industry, the report indicates that successful implementation is more complex than simply deploying new tools. The desired outcomes—operational agility, cost savings, and improved customer experience—remain elusive for many.

"The real return on investment from these tools isn't only in the capabilities added via AI—but in what it allows them to stop doing," said Murali Gokki, a managing director at BRG.
He added that organizations need to embed AI into a defined operating model, establish strong data governance, and adopt new metrics to measure impact.

Between the lines: The survey reveals a significant risk management shortfall. With a rapidly changing regulatory landscape, the lack of comprehensive policies covering issues like workforce impact, data transparency, and IP could expose companies to significant compliance and reputational risks.

SURVEY: Retail AI Adoption High, Business Impact Lagging

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