Artificial intelligence is rapidly reshaping retail, but not in the ways consumers might immediately notice. The biggest transformation may not be flashy virtual try-ons or chatbot shopping assistants, but in how decisions are made behind the scenes: how products surface in search results, how inventory moves through supply chains, how engineers ship code faster, and how retailers respond to customer behavior in real time. As legacy retailers navigate a fragmented and hyper-competitive landscape, AI is becoming an operating philosophy.
At Macy’s, that philosophy is more often defined by what senior director of engineering Murali Murugan describes as an “AI-first” approach. “AI first isn’t about adding intelligence on top,” Murugan says. “It’s about redesigning how decisions happen so the business moves faster and every experience feels more relevant by default.” Rather than layering AI onto existing workflows, Macy’s is embedding intelligence directly into systems that include personalization, search, operational planning, and software development itself.
The company’s strategy is reflective of a larger shift taking place across retail: moving from isolated AI pilots toward integrated systems designed to compress, as Murugan puts it, “the gap between the signal and the action.” Early efforts focused on narrow, high-impact use cases like search recommendations and customer engagement, where measurable gains in conversion and reduced friction quickly built internal momentum. “Once we established the quick wins, scaling was a business decision, not a technology debate anymore,” he says.
That momentum is now extending into conversational commerce through tools like Ask Macy’s, an AI-powered shopping assistant designed to act more like a personal stylist than a traditional search bar. Whether for a prom, a vacation, or a last-minute event, customers can describe what they need conversationally and receive curated recommendations informed by past purchases, preferences, and context.
Still, the company sees AI as more of an invisible layer augmenting human judgment than a replacement for it. The long-term vision is retail that feels increasingly seamless, adaptive, and personalized, powered by systems customers may never even notice are there.
“The real transformation in this all comes from continuous improvement,” Murugan says. “It’s about learning from the mistakes, quickly adapting to the newer technology standards that are coming into play, timing, and execution which compound into a meaningfully better customer experience.”
This webcast is produced in partnership with Infosys.
This content was produced by Insights, the custom content arm of MIT Technology Review. It was not written by MIT Technology Review’s editorial staff. It was researched, designed, and written by human writers, editors, analysts, and illustrators. This includes the writing of surveys and collection of data for surveys. AI tools that may have been used were limited to secondary production processes that passed thorough human review.
AI is booming. New use cases are emerging each day. To capitalize on the technology’s potential, enterprises require data at scale. In many cases, though, the relevant information is blocked or unstructured, which limits its use by AI models.
To understand this challenge, consider the foundation of the web itself. The web was not designed for the automated discovery and retrieval that new AI applications demand. Overcoming this inherent design constraint requires infrastructure.
The next frontier in AI may depend on a new web data infrastructure layer that can enable models to discover and map this ever-expanding digital realm. This layer must be able to navigate hundreds of millions of existing web domains and billions of new URLs created each week, delivering real-time information and overcoming technical barriers.
“The data suggests there’s far more data out there,” says Or Lenchner, CEO of Bright Data, a web data collection platform. “Think of the universe: It’s out there, but you don’t know what you don’t know.”
Enabling access to fresh, relevant, and trustworthy data
While early AI breakthroughs were driven by scaling training data and model size, organizations are now encountering a fundamental bottleneck: They need to keep pace with the dynamic, unstructured, and constantly evolving nature of web data in order to ground outputs in current and verifiable information. AI performance increasingly depends not just on model architecture but on a system’s compute, networking, retrieval, and data engineering capabilities—that is, the system’s ability to quickly and reliably retrieve data that is fresh, relevant, and trustworthy.
Traditional model training relies on snapshots of information collected at a particular point in time. Training AI on such static data is no longer sufficient. To track fluctuations such as competitor pricing, consumer sentiment, and market trends, companies need a constant feed of new information, pulling data in real time along with relevant context. Their infrastructure must therefore be able to handle millions of simultaneous interactions across websites that vary by geography, language, format, and access rules.
“If it can’t retrieve real-time information, it lacks context,” Lenchner says. “In a business setting, that’s not acceptable anymore. Stale answers lead to bad decisions and disappointed consumers.”
Speed is not merely a matter of convenience; it’s a matter of necessity. Today’s organizations operate in environments where prices, inventory, markets, security threats, and customer behavior change continuously. Delayed data retrieval can reduce the usefulness of an otherwise sophisticated model.
Using live, high-quality web data can also reduce AI hallucinations because the model has a more relevant knowledge base. This builds user trust. In fact, one survey found that 56% of AI practitioners said businesses need access to real-time web data to improve trust in AI outputs. To ensure the model runs efficiently and effectively, the information must also be pared down to the appropriate essentials.
Despite the introduction of retrieval-augmented generation (RAG), where models pull in external data at the moment of a query, many AI systems still struggle to deliver outputs that are current, contextually relevant, and trustworthy in operational settings. According to Gartner, 60% of AI projects that are not supported by AI-ready data—accurate, structured, organized, and contextualized—will be abandoned by the end of the year.
This is because large-scale retrieval alone does not solve the problem. As Lenchner puts it, “You need to retrieve data at scale, but also in real time. Latency becomes an issue because of the end user who is waiting for the output.”
Accessing fresh, AI-ready data at scale introduces technical and structural challenges. In practice, many enterprise systems combine public web retrieval with APIs, licensed datasets, and proprietary internal data in their AI applications. Integrating these fragmented sources into a timely and usable knowledge layer requires specialized capabilities. Some research has found that 97% of AI organizations depend on real-time web data infrastructure, but 90% feel boxed in by various restrictions. Companies are increasingly developing technical approaches to navigate these constraints.
Lenchner draws this metaphor: “Think of the trained model as intelligence and relevant data as knowledge. A powerful intelligence layer sitting on top of a hollow knowledge layer is like a genius who knows nothing—useless in practice. Intelligence and knowledge have to come together.”
The promise of new infrastructure
A new layer of web data infrastructure can address this developing need for stronger AI inputs by enabling discovery of data, real-time access, and tailoring to a specific context. As Lechner describes it, “It’s all about collecting data at scale, super-low latency, without being blocked.”
Rather than relying on increased computing power, this type of platform emulates human browsing behavior to access available content and transform raw code into structured data feeds. It can work with websites that might not interact with traditional scraping tools, such as those heavy in JavaScript, or with aggressive antibot software.
As Lenchner explains, “It’s basically having infrastructure that can mimic a web user with identifying information—IP address, location, and 1,000 more parameters. And at scale. Think of doing that 80 billion times a day for millions of websites. And every single time, you are looking exactly as the website expects you to look.”
Of course, continuous retrieval introduces new data governance challenges. To address them, platforms can enforce strict compliance protocols aligned with global privacy frameworks, such as the EU’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). They can also be limited to openly accessible, public information, avoiding paywalls or private logins. Any networks used can be vetted and consent-based, and incentives can be provided to owners of IP addresses. In this way, systems can be designed to comply with tightening regulation.
Such complex capabilities do not come easy. “When this is critical infrastructure for a company,” Lenchner says, “doing it in-house becomes a full-time engineering problem that competes with the actual AI work.” Addressing this complexity requires organizations to commit significant resources, leading many to seek specialized platforms designed specifically for data retrieval, orchestration, and observability.
Infrastructure for the real world
Real-time data retrieval is changing what AI systems can do inside organizations. For example, a retail company can use public information to enable a dynamic pricing engine, and global brands can track trademark infringements.
As the ecosystem matures, organizations that invest in this emerging data infrastructure layer will be better positioned to build AI systems that are more responsive, reliable, and aligned with real-world conditions—AI systems that can continuously adapt using current web data. Over time, the distinction between AI models and the infrastructure that feeds them may even begin to disappear.
As Lenchner says, “The world is changing. And everything that is happening in the world is being uploaded to the public web. The amount of new data that is being generated is growing and accelerating.”
This content was produced by Insights, the custom content arm of MIT Technology Review. It was not written by MIT Technology Review’s editorial staff. It was researched, designed, and written by human writers, editors, analysts, and illustrators. This includes the writing of surveys and collection of data for surveys. AI tools that may have been used were limited to secondary production processes that passed thorough human review.
As adoption of AI agents looks set to surge by as much as 300% in the next two years, leadership teams are carefully considering the implications of a hybrid human-AI workforce.
Unlike existing enterprise-level automation that relies on manual input, AI agents are capable of autonomously coordinating complex tasks, interacting with multiple tools and environments across an organization. In early applications that center on customer service, HR, and sales, adoption of agentic AI has led to productivity gains of 30-50%.
Their autonomy positions agents more as collaborators than tools, working side-by-side with human employees in blended teams that look poised to upend traditional workplace dynamics.
More than three-quarters of HR leaders believe that the deployment of AI agents will transform existing workplace norms, driving a complete reappraisal of how roles and responsibilities are distributed, how skills are prioritized, and how workplace culture is shaped.
Though many admit they’re in the early or preparatory phase of this shift, 86% of chief HR officers predict that navigating digital labor shaped by agentic AI will be a central component of their role in the years ahead.
Fluency in the change management aspect of agentic AI adoption will be a crucial differentiator when it comes to unlocking the full potential of the technology going forward, believes Ateet Jayaswal, chief culture and employee experience officer at Wipro, a leading technology services and consulting company. This moment is one that he says, “calls for a mindset shift in how HR leaders would enable their organizations.”
Redeploying roles to enable higher-value work
As AI agents assume ownership of more complex and integral tasks, the distribution of roles and responsibilities within an organization will undergo significant change. It’s estimated that three-quarters of current roles will require redesign, reskilling, or redeployment by 2030 as a result of agentic AI.
For leadership, this shift should be about reskilling employees toward higher-value work in order to optimize the potential of an agent-human hybrid workforce, says Jayaswal.
For example, Wipro is a complex organization of 240,000 employees across 65 countries. It previously had multiple policies, documents, and knowledge fragmented across different systems, which delayed response to employee queries.
But the company has recently integrated a custom agentic AI assistant—an agent co-created in partnership with enterprise agentic AI platform Ema Unlimited—that can swiftly navigate this complex system, assuming responsibility for 50 HR tasks that had previously fallen to human employees. With the help of an AI agent, average response time to queries has lowered from 48 hours to five seconds.
Human employees have more time to focus on work “that requires a creative and imaginative mind and cross-functional collaboration, leveraging diverse ideas and thoughts to problem-solve,” says Jayaswal. The AI agent, meanwhile, handles rote administrative tasks like sorting timesheets or helping employees navigate policies and take actions in the flow of work.
When reallocating employee responsibilities, though, it is imperative that humans remain in the loop, Jayaswal caveats. When agentic AI is incorporated into enterprise technology, it must work with sensitive and personal data and therefore needs even more stringent guardrails and constraints than consumer applications. “When you expose an AI agent to organizational data, when you integrate it into multiple enterprise systems, then pathways around the AI agent become extremely important,” he says. “It’s an evolving space that leadership needs to have front-of-mind.” Governance should include robust data privacy rules and the establishment of governance layers, such as an AI council, he suggests.
At a fundamental level, the adoption of AI agents will force a re-evaluation of human roles, believes Jayaswal. Rather than employees primarily performing repetitive tasks or troubleshooting, a significant proportion of their time will shift to designing, teaching, and optimizing an AI agent that can do this work for them with far greater speed and predictability and without the agent getting bored.
“The nature of your job changes from being the hero who comes in to solve the problem to designing the hero who can solve the problem,” he summarizes. “The individuals who I have seen thrive in this environment are the ones who make this shift.”
An evolving employee skillset
Just as roles and responsibilities will be reconfigured to reflect the input of AI agents, the core skills of human employees will be reprioritized. More than four in five HR leaders say they’re planning to reskill workers to become more competitive in a market shaped by AI agents.
Technical skills will be increasingly important. Leading employers such as Salesforce, Danone, and Walmart are already rolling out dedicated AI and digital skills programs that aim to equip everyone from frontline workers to C-suite executives with a baseline level of AI literacy in response to the pervasiveness of the technology.
But desirable soft skills will also evolve, Jayaswal points out. Employees who assign tasks to an AI agent need to plainly articulate what modular steps may be needed to accomplish a task, what the desired outcome should be, and what parameters or guardrails need to be in place to ensure the agent doesn’t access or share confidential data.
As HR executives adapt to a blended workforce, three skills are emerging as top priorities during recruitment, according to a recent survey: relationship building, like forging constructive partnerships and account management; collaboration; and adaptability.
Maintaining a healthy workplace culture
In freeing up human employees to focus on higher-value tasks, the hope is that AI agents can elevate the employee experience, deepening fulfilment and satisfaction in the workplace.
“At Wipro, our vision is to improve the life of Wiproites,” says Jayaswal. “We are taking away non-value added work by embracing modern ways of collaborating, engaging, and transacting, leaving associates with higher order work content.”
But leadership teams embracing agentic AI will also need to plan for the new pressures and stressors that the technology can place on a workforce.
There is already confusion and knowledge gaps, with 73% of HR leaders reporting their employees don’t yet understand how digital labor will impact their work. Many organizations have opted to define AI agents as teammates or colleagues on org charts, but new research says this could erode trust and a sense of professional identity. It also raises new questions around accountability and ownership.
The role of management in addressing these concerns is critical, says Jayaswal. To maintain healthy dynamics, managers need to become skilled at orchestrating blended systems, splitting their focus between supervising AI agents and motivating human employees as they also build and supervise AI agents.
Upgrading employee well-being programs will be a core part of maintaining a robust workplace culture. “As there are more interactions with AI agents, you are losing some of the human touch that was provided by service delivery partners or leaders, or often even by colleagues and peers,” Jayaswal says. Employee services that encourage social connection and empathetic communication may help teams navigate this.
A breakneck transformation
Agentic AI looks set to scale at breakneck speed across many enterprises, and it will significantly transform how these organizations operate.
Carefully considering and deciding how to adapt to this newly blended workforce is now a top priority for leadership teams. Reviewing and refining organizational strategies is essential for optimizing both technological gains and the employee experience.
This content was produced by Insights, the custom content arm of MIT Technology Review. It was not written by MIT Technology Review’s editorial staff. It was researched, designed, and written by human writers, editors, analysts, and illustrators. This includes the writing of surveys and collection of data for surveys. AI tools that may have been used were limited to secondary production processes that passed thorough human review.
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