Cegid Retail refines its approach to the challenges of artificial intelligence for commerce

Cegid Retail is navigating the increasingly complex landscape of artificial intelligence (AI) in commerce through its Forward.ia initiative, a refined evolution of its Forward 2026 development strategy. Central to this strategy is a clear focus on practicality and utility, aiming to innovate without contributing to the clutter of ineffective AI tools prevalent in the industry. As Nathalie Echinard, the general manager of Cegid’s retail division, points out, the company aims to ensure that innovations are not mere “gas factories” but tools that significantly enhance operational efficiency and customer experiences.

### The Intelligent Retail Revolution

AI technologies have the potential to transform retail profoundly, and Cegid is making targeted, strategic advancements in this area. The recent Cegid Connections Retail event in Rome showcased eight AI use cases specifically designed to address the challenges and opportunities within retail by the year 2030. Since then, Cegid has successfully implemented several of these initiatives. One notable enhancement involves the Livestore checkout solution, which now facilitates real-time interactions between sales assistants and customers who speak different languages. This capability not only broadens customer engagement but also empowers sales personnel by providing them with vital communication tools.

### Enhancements to Communication Tools

Another advancement discussed by Echinard is in the Cegid Retail Store Excellence tool. This platform has been improved to enable better communication between corporate headquarters and store networks. It can now translate and disseminate messages concerning new collections to various stores, thereby ensuring that retail teams are aligned and informed. Such functionality is particularly crucial for fashion brands, where timely and relevant information can create a seamless customer experience.

Moreover, AI is stepping up its role in guiding sales teams through complex tasks. Traditionally, retail employees have faced challenges due to high turnover rates and limited training time. Cegid is addressing these pain points by integrating AI that allows salespeople to engage verbally with the system. This conversational interface helps them troubleshoot issues and gain insights as needed, thus streamlining their workflow and maximizing store efficiency.

### Creating Augmented Sales Assistants

The concept of the “augmented sales assistant” is emerging as a key focus for Cegid. By leveraging AI, sales personnel can optimize their time and focus on the most relevant tasks, enabling them to shift seamlessly between responsibilities. This support is invaluable in fast-paced retail environments where the ability to respond quickly and effectively can significantly impact sales performance.

### Focus on Personalization

In addition to enhancing team dynamics, Cegid has not overlooked customer personalization—a crucial aspect of modern retail. A new tool, still in development, utilizes customer data and machine learning to enhance product recommendations. By employing a concise word cloud to summarize a customer’s preferences and needs, sales assistants can engage more effectively and provide tailored recommendations without getting bogged down in technology.

### Addressing Security Concerns

As AI becomes more integrated into retail operations, security concerns have escalated. Echinard has acknowledged the heightened demand for robust security measures, especially among high-profile clients in luxury goods and other sensitive sectors. Cegid is committed to addressing these risks through regular security updates, a strategy welcomed by their clients who understand the stakes involved. The emphasis on data protection is critical in an era where breaches can undermine customer trust and business integrity.

### Navigating the AI Hype Cycle

Looking towards the future, Echinard is conscious of the need for rationality in the AI hype that surrounds the retail industry. Drawing on a Gartner study from June 2025, she notes that as much as 40% of AI tools currently in development might not see practical deployment by 2027. This statistic serves as a reminder for both vendors and clients: innovation should be both exciting and applicable, not just a flurry of new tools with no real impact.

### Preparing for Future Engagements

As Cegid gears up for the upcoming NRF trade show in Paris, scheduled for September 16 to 18, Echinard is also in the planning stages for the 2026 edition of Cegid Connections Retail in Prague. The goal for these events will be to bring stakeholders together to promote insights and strategies for making the most of AI in retail.

### Conclusion

Cegid Retail’s strategic approach to AI through the Forward.ia initiative embodies a thoughtful balance between innovation and practicality. As the retail landscape continuously shifts with technological advancements, the company’s commitment to developing user-friendly, effective solutions sets a positive precedent for the industry. By addressing the critical areas of communication, operational efficiency, personalization, and security, Cegid is not merely adding to the noise surrounding AI but instead paving a pathway for meaningful transformation in retail.

The road ahead for Cegid and retail technology is promising, but it will require prudent decisions and a focus on real-world application to navigate the rapid evolution of AI effectively. As brands and retailers work to leverage these advancements, maintaining an emphasis on customer experience and operational integrity will surely be key to success.

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