Salesforce.
Integration in retail
Goñi sees demand for AI agents rising across all sectors, but the retail industry is where the action on agentic AI has been the most dynamic. Here, Goñi explains, use of agentic AI has been focused on “optimizing the customer experience and logistics operations.”
Fernando Herranz, director of digital experience and ecommerce at Leroy Merlin Spain, agrees, seeing the promise of “a progressive but constant integration” of agentic AI with the company’s comprehensive omnichannel model, with beneficial impacts for both Leroy Merlin’s clientele and its teams.
“AI is allowing us to move toward a more fluid and personalized relationship with the customer, and we do this by combining strategic vision with controlled and measurable applications,” he says. The company is exploring use of agentic AI, for example, in store automation processes, digital content generation, and personalized support, both online and in physical stores.
