AI is reshaping retail—but are brands using it responsibly?

In his latest Forbes article, Mindgrub CEO Todd Marks unpacks the complex promise of AI-powered personalization. Retailers are embracing it for good reason: it works. AI chatbots alone are projected to save brands $11 billion annually. Personalized recommendations and smarter automation are helping companies improve conversion rates, elevate customer satisfaction, and streamline operations.

But there’s a point where personalization becomes persuasion. Todd looks at how the same tools that create convenience can start to chip away at trust. Are shoppers buying what they need, or just what the algorithm suggests at the perfect moment? What happens when helpful nudges cross into pressure?

The article highlights concerns around data privacy, lack of transparency, and the rise of “dark patterns” that nudge people toward decisions they didn’t mean to make. These risks are real, but avoidable.

Personalization should never come at the expense of integrity. Brands that prioritize transparency and design AI experiences around people, not profits, will earn something better than a quick sale. They’ll earn loyalty.

If your business is exploring AI in retail, this is a must-read. Learn how to use personalization with purpose and prioritize people.