THE NEXT ERA OF RETAIL OPERATIONS

Radical Retail Radar is the latest edition in Nexer’s recurring report series exploring the future of retail operations, developed in collaboration with Kairos Future and industry experts. The latest report focuses on a shift that goes beyond digitalisation as we know it – where AI is no longer just a tool, but an integrated part of how retail businesses operate.

The report highlights how retail is moving beyond traditional e-commerce towards what is increasingly referred to as agentic commerce – where AI takes on a growing role across the customer journey, from product discovery to purchase decisions. At the same time, leading global players are embedding AI into the core of their operations – reshaping everything from product development and sourcing to logistics, customer engagement, and decision-making.

Meanwhile, many Nordic companies are still in an exploratory phase. While global players are embedding AI into their core business models, the Swedish market is still largely characterised by pilot projects and isolated initiatives.

“What’s changing now is not just how we sell, but how decisions are made. As customers increasingly rely on AI to search, compare, and choose, companies need to rethink how they build relevance, trust, and value in their offerings, says Sofie Bergbom,” Retail Industry Partner at Nexer Group.

As the technology matures, the competitive landscape is also shifting. When AI agents can search, compare, and evaluate options in seconds, visibility becomes less important – while relevance, accessibility, and trust become critical.

Three key shifts shaping the retail industry right now:

1. From customer journey to decision engine
The customer journey is being fundamentally reshaped. AI agents are taking on a larger role in searching, filtering, prioritising, and in some cases executing purchases. This means companies are no longer only communicating with customers – but also with AI proxies acting on their behalf.

2. From organisation to flow
Traditional silos are being challenged as data is linked in real time. Design, procurement, logistics and sales, which were previously separate functions, are now becoming part of a cohesive, data-driven workflow.

3. From efficiency to repositioning
AI is no longer primarily about optimising existing processes. Leading companies are using it to rethink how value is created – through personalisation, predictive decision-making, and entirely new business models.

A key conclusion from the report is that many organisations still treat AI as a technical initiative rather than a strategic priority. This is creating a growing gap between companies that are rebuilding their operations around AI and those that continue to optimise legacy ways of working.

“Many organisations are still trying to layer AI on top of what they already have. But real impact happens when AI is embedded into the core of the business – into data, workflows, and decision-making. That’s when you move from isolated initiatives to real transformation,” says Maria Wahlgren, Retail Industry Partner and Future & AI Strategist at Nexer Group.

This shift places new demands on leadership. Taking a wait-and-see approach, or limiting AI to isolated initiatives, risks making organisations irrelevant in a rapidly evolving landscape.

About Radical Retail Radar
Radical Retail Radar is a series of reports that tracks developments in the retail sector, with a focus on the future of retail and technology. The report has been produced by Nexer in collaboration with Kairos Future and industry experts, with the aim of highlighting the most significant trends in retail and how these will shape the future. The report series is intended to serve as a practical guide for players in the retail sector, thereby creating better conditions for them to navigate a changing business environment.

About Nexer
Nexer Group is an international tech company with roots in Swedish entrepreneurial spirit and innovation. Nexer has 2,450 experts in 16 countries and is part of the Danir Group, a Swedish privately owned company with 9,500 employees in 31 countries. Nexer works with some of the world’s largest and most demanding companies, providing expertise in digital transformation, IT, tech, and R&D.

For more information, please contact:
Maria Wahlgren, Retail Industry Partner & Future AI Strategist
maria.wahlgren@nexergroup.com

Lina Hellström, Public Relations Manager
lina.hellstrom@nexergroup.com