AI and regulation redefine European retail

Artificial intelligence is becoming a standard business tool across European retail, but new regulation is changing how companies deploy it.

As retailers invest in AI-powered marketing, personalisation and generative AI, they are also preparing for stricter transparency rules under the EU AI Act, creating fresh challenges for an industry focused on growth and efficiency.

New research shows that most retailers have embraced AI, yet only a small number have integrated it deeply enough to deliver measurable business value.

At the same time, industry groups are urging European regulators to distinguish between harmful deepfakes and routine commercial uses of AI, warning that broad labelling requirements could create unnecessary costs without improving consumer protection.

Artificial intelligence has quickly evolved from a pilot technology into a core part of retail operations. According to Retail Economics, 95% of European retailers are using or testing AI in marketing and e-commerce, but only 5% report achieving scalable returns on investment.

Many retailers now rely on AI to create product descriptions, generate marketing content, personalise customer experiences and automate ro

Fuente original: Yahoo Finance (https://finance.yahoo.com/technology/ai/articles/ai-regulation-redefine-european-retail-234738539.html)