AI is everywhere in retail now. What’s less clear is what it’s doing to the human experience.

AI is no longer experimental. It’s embedded in how retailers predict demand, personalize journeys, and optimize operations at scale. But as systems become more efficient, a different question is starting to surface: what happens to the human layer of the experience?

This is where the conversation is shifting.

Across the industry, there’s a growing recognition that intelligence alone is not enough. Relevance, trust, and context are becoming just as critical as speed and automation. The challenge is no longer whether to use AI, but how to apply it without losing the connection with the customer.

At Nisum, this is a recurring theme in conversations with retail and digital commerce leaders. The focus is moving toward building systems that don’t just respond faster, but respond better, integrating AI in ways that support decision-making, enhance interactions, and align with real business outcomes.

As part of this broader discussion, Martín Lewit, SVP of Growth & Corporate Development and Head of Nisum Latin America, shares his perspective in a guest article for Finextra, one of the leading voices in fintech and digital commerce.

A timely take on where the industry is heading and what might be missing from the current AI narrative.