News & Insights

Retail executives need to send a positive message about how artificial intelligence will support their employees - not replace them, delegates heard on Wednesday during a panel discussion exploring how store-based digital technology is reshaping frontline work.

Christoph Werner, Chairman of the Management Board of German drugstore dm-drogerie markt (dm), warned that companies risk slowing adoption if workers fear AI will cost them their jobs.

He said businesses announcing layoffs while claiming generative AI will take over are taking the wrong approach.

“These messages will make people in organisations actually slow down the implementation of AI so that’s why it’s important to keep a (positive) message up,” he said, as he added that bosses should instead focus on using technology to help assist employees with their workload as the retail word changes.

“The world has become so much more dynamic, shoppers are changing,’ he said. “It’s all about making sure the people in the organisation are able to really make a difference to make good decisions - and for that we need technology.”

In the interview led by Thierry Gadou, Group Chairman and CEO of Vusion, Werner shared dm’s priorities in the coming years and how technology was reshaping the future.

“The most important thing is our digital twin,” he said. “We have to create a digital twin of our brick-and-mortar store. And we want to make sure the user experience is improved through AI.”

However, he stressed that physical stores are just as important.

“Shoppers want to make sure that the way they shop fits into their daily routines,” Werner said. “Sometimes it’s good to go online, sometimes offline. In the end what’s important is to have a consistent brand experience, no matter how you’re going into it.”