In today’s evolving retail landscape, success hinges on embracing innovation and meeting the expectations of a digitally savvy customer base. Younger shoppers, particularly Gen Z, are omnichannel by nature, with a significant portion engaging through social platforms. Retailers are responding by investing heavily in AI-not only to enhance customer experiences and fight fraud but also to unlock new avenues for growth. As consumer expectations shift toward immersive, tech-enhanced in-store experiences, the willingness to share data in exchange for value creates new opportunities for personalization.