AI is supposed to be revolutionizing retail. Personalized recommendations, seamless checkout, virtual try-ons — the whole pitch. But if the technology is so good, why are physical stores still packed?

Anni sits down with Dmitry Olerinskiy, Digital Strategy Director at Decathlon, to talk about what's actually happening when AI meets shopping. They discuss the corporate AI strategies and customer experience, why algorithms often feel like bad guessing, and what retail tech gets right versus what it keeps trying to fix that isn't broken.

Tell us what you think about the future of shopping at [email protected]

Dmitry on LinkedIn: https://www.linkedin.com/in/olerinskiy/