Shoptalk Europe 2025, held in Barcelona this June, was a big moment for the retail world. With over 4,500 retail leaders and more than 160 speakers, the message echoed loud and clear: artificial intelligence (AI) isn’t something we’re waiting for, it’s already changing the game. And now, it’s doing it with more purpose than ever.
From agentic automation to hyper-personalised loyalty ecosystems, the event made one thing obvious: the future of retail is smarter, faster, and more human.
The Rise of Agentic AI
If last year was all about retailers testing the waters with generative AI, 2025 is showing us where things are really headed. The buzzword now? Agentic AI, think systems that don’t just suggest actions, but take them.
SymphonyAI summed it up well: the shift is from insights to action. Instead of waiting on humans to make the next move, these AI tools are stepping up — optimising pricing, inventory, and marketing workflows with less hands-on time.
The possibilities are massive: imagine dynamic pricing that adjusts in real-time, or campaigns that launch and tweak themselves based on performance — all without constant human input.
As our co-founder, Mike Butler, put it: “The discussions at Shoptalk Europe 2025 highlight that AI is no longer a futuristic concept but a present-day necessity. Retailers embracing AI-driven personalisation and operational efficiency are setting new standards for customer experience.”
And he’s right — this year’s focus wasn’t about experimenting anymore. It was about execution.
Personalisation Gets Bolder — and Smarter
Personalisation has been around for a while, but at Shoptalk, it was clear: we’re entering a whole new league.
Google Cloud showcased tools blending image recognition with recommendation engines — especially useful for fashion retail. It’s about making online discovery feel more like a one-to-one conversation than a generic scroll.
FactFinder made a splash too, showing off real-time product discovery tools that can adapt to a shopper’s behaviour on the fly. It’s no longer about just showing “similar items” — it’s about knowing what you’re really looking for, even before you do.
And the best part? This kind of personalisation doesn’t feel intrusive — when done well, it feels thoughtful, even helpful.
Loyalty, Reinvented
Loyalty Essentials, launched by Marigold, turned heads by promising retailers a full-scale loyalty programme in just 30 days — powered by AI, of course.
But what really stood out is how loyalty is evolving. It’s no longer just points and discounts. The next wave of loyalty is about experiences — ones shaped by who you are, how you shop, and what actually matters to you.
The shift feels more emotional, more intuitive — and honestly, long overdue. Because loyalty today isn’t earned with a coupon; it’s earned with relevance and connection.
In-Store Tech Finds Its Groove
Despite the dominance of eCommerce, physical retail is clearly having a bit of a comeback — and it’s not the boring, browse-the-aisles kind.
xTool debuted its F1 Ultra laser engraving system, giving customers the chance to customise everything from jewellery to phone cases — right there, in-store. Brands like Stanley and Clarks Originals are already on board.
It’s a great example of why AI isn’t just about convenience; it’s about creativity. This kind of tech turns stores into experience zones — places where you don’t just shop, you create.
It also answers the big question retailers have been asking for years: how do we get people back into stores? The answer? Give them something worth walking in for.
Retail Media Goes Prime Time
Retail Media Networks (RMNs) aren’t a side hustle anymore — they’re moving centre stage.
Big names like Mars are funnelling 70% of their media spend into digital. And at Shoptalk, Unilever’s Afke van de Klashorst spoke about how AI is helping RMNs deliver context-aware ads that actually make sense in the shopper journey.
It’s a win-win: shoppers get better experiences, and brands get better results. AI sharpens the targeting, the timing, the messaging — everything.
If you’re a retailer, this is the kind of growth engine you want under your hood.
Silent AI: The Real Engine of Change
Not all innovation is loud and shiny. Some of the biggest shifts are happening behind the scenes — and honestly, that’s where AI might be having the most impact.
We’re talking about AI embedded in things like supply chain, forecasting, markdown optimisation — the “boring” stuff that actually drives margin and efficiency. It’s the silent operator that helps retailers do more with less.
This quiet transformation was a recurring theme across the event — and it reminded us that sometimes the most powerful tech is the kind you never even notice.
AI with Intention
If there’s a phrase to summarise Shoptalk Europe 2025, it’s this: AI with intention.
The technology is maturing rapidly. But the brands standing out are those deploying AI in ways that are measured, human-centric, and commercially grounded. AI is no longer a speculative investment — it’s a strategic advantage. And those who use it to scale empathy, agility, and relevance will lead the next retail chapter.
At Humaine, we believe the future of retail lies in the synergy between data and emotion, tech and trust. AI is the tool. Customer connection is the goal.
Need a marketing agency? One that harnesses the power of AI for efficiency and results? And, most importantly, one driven by people who care about other people, the planet, and society?
At Humaine, we blend AI with human expertise to deliver smarter, faster, and more impactful outcomes—because the future of business isn’t just about profit; it’s about purpose.
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