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AI represents the biggest transformation since steam power, and will be transformative in ways few have ever seen, according to Currys outgoing CEO Alex Baldock, in his keynote at World Retail Congress today.

“Our call is whether it’s done to us or by us, and we’d rather the latter. I believe AI has to augment what you [as a business] are about, which for us is democratising and demystifying AI. One of our biggest growth drivers is selling to small and medium sized businesses, AI means a plumber with three employees can have the support previously only available to large companies now,” Baldock said.

He stressed however that trust has become even more important in the AI era, which has also provided an advantage for the well-known consumer electricals group.

“What we like to sell is a complete solution. It’s good for us if we are selling everything, including all the add-ons, understanding what the consumers need and putting the right package together,” he reflected. “AI is relevant because every colleague can have an AI agent [via an iPad] knowing everything about the solutions we offer.”

Looking at the e-commerce experience he said that this had not moved on that much over the past 30 years and he speculated that AI will “turn this on the head” as it will be able to enter a conversation with consumers, helping to solve the customer’s need.

“It’s also changing how we serve. Agentic AI has the potential to completely transform the after sales service and especially for one like ours which is complicated. For example, AI is being used to optimise repairs. Action AI helps managers identify sales, rosters, stock and that pull helps other store managers [who may be more reticent] to follow,” he added.

To try and achieve that transformation has to start with honesty, Baldock conceded, adding that it will inevitably be enormously disruptive and quickly.

“It will mean some jobs go, others will be created. I’m hoping people will go with the flow. There is also an imperative for people to upskill themselves and our job is then to support that,” he added. “If you are going through volatile periods, you have to provide some sort of even keel. We’ve had a very consistent strategy across the past five years, which means everyone understands why we’re here. But you also need to have a pivot, which requires a culture where people will tell you what needs changing.”