Projektnamn:  Artificial intelligence and retail management: Exploring strategies for value creation in the age of AI transformations
Projektledare: Alexander Flaig, Linköpings universitet
Övriga projektdeltagare:  Johan Hagberg, Göteborgs universitet, Besma Glaa, Linköpings universitet,
Patrik Stoopendahl, SIR, Handelshögskolan Stockholm
Anslagsförvaltare: Linköpings universitet
Beviljat anslag:  1 496 616kr
Löptid: 2024-09-01 till 2025-08-31
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Sammanfattning av projektet: 
The rise of artificial intelligence (AI) is profoundly reshaping the retail industry and causing
unprecedented transformations. As retailers seek to stay ahead in an era characterized by fast moving and radical technological advancements, the integration of AI has emerged as a key
enabler of innovation and efficiency. The retail industry is demonstrating a notable interest in
the incorporation of AI technologies throughout retail operations and the customer journey;
driven by the potential to enhance in-store sales, increase online revenue streams, and facilitate
cross-selling and up-selling initiatives as well as optimize supply chain operations. However,
only 42% of all retailers are currently using AI, and even fewer have a strategy to deploy AI in
their retail operations. Moreover, over 70% of organizations see barely any value creation from
their AI initiatives. This discrepancy between AI’s promise and the current business reality can
be traced back to a general lack of understanding of AI’s underlying value creation
mechanisms. Evidently, within the narrow applications retailers currently employ AI for and
research studies primarily focusing on specific AI technologies, there is a lack of a more holistic
understanding of AI strategies and the underlying value creation mechanisms among retailers.This project aims to improve the current understanding of AI strategies and elucidate AI’s
underlying value creation mechanisms for retailers. Through case studies and workshops with
different retailers, we explore current AI strategies employed in retail as well as AI’s impact on
retailers’ value creation, delivery and capture processes.