AI is reshaping the traditional retail customer journey, moving from linear search and transactions towards dynamic, personalised interactions.
In his latest commentary for Trend.Az, Kirill Martynov, Partner of Deal Advisory, Head of Consumer & Industrial Sector at KPMG in the Caucasus and Central Asia explores how AI is transforming every stage of the customer journey — from inspiration and product discovery to intelligent transactions and proactive post-purchase engagement.
He also highlights three key foundations of this transformation: an AI-empowered workforce, trust and responsible use of data, and a strong technology and data infrastructure.