Artificial intelligence is changing how retail marketing works. Retailers are no longer relying on old strategies or guesswork. Today, they use self-learning algorithms that adapt to how consumers behave—day by day, even hour by hour.
Riad Beladi, editor of International Supermarket News, recently spoke with Emma Watson, a senior analyst in logistics and operations at Walmart, about how AI is now central to e-commerce and marketing.
“AI saves money, saves time, and most importantly, brings accuracy,” said Emma Watson. “Retailers now rely on algorithms that don’t just predict trends—they act on them instantly. This means price adjustments can be made in real time, based on stock levels, competitor pricing, shopper activity, and even external factors like the weather.”
Unlike older systems, these AI-driven tools learn from what consumers do. Every click, purchase, hesitation or search becomes data the algorithm studies. It doesn’t just follow instructions—it improves with time.
Shoppers behave differently throughout the month. At the start, they may spend cautiously. Around payday, they tend to buy more freely. Toward the end of the month, they often look for discounts or only buy essentials. The algorithm sees these shifts, and it reacts automatically by changing promotions, pricing and messaging.
“The key difference with AI is that it adapts,” said Watson. “It doesn’t just repeat what it’s told—it thinks ahead. That’s the future of retail marketing.”
Retailers have long searched for a method that understands customers and responds fast. Now, they’re relying on algorithms that combine consumer insight with instant action.
“Retailers have been looking for an intelligent solution that combines operational efficiency with emotional intelligence,” said Riad Beladi. “These AI systems are getting very close. They learn what a shopper wants, when they want it, and how best to offer it.”
AI goes further than just tracking data. It starts to anticipate what shoppers will do next. It can tell when a customer is likely to make a purchase, what type of promotion they’ll respond to, and even what price will influence a decision.
As a result, marketing becomes more personal. The right product, at the right price, shown at the right time. Promotions go only to the people most likely to react. Prices can adjust based on live demand. Messages change depending on the user’s habits, mood, or even device.
For companies like Walmart, AI has also improved logistics and supply chain decisions.
“It’s not just about moving products anymore,” said Watson. “It’s about moving them smarter. AI helps reduce waste, avoid stockouts, and keep shelves full of what customers really want.”
In today’s market, consumer behaviour is fast-moving and unpredictable. Fixed strategies don’t work anymore. Algorithms that learn and adjust are becoming essential.
As Beladi and Watson both pointed out, the AI retail marketing algorithm is more than a tool. It’s a learning system that improves with every transaction, grows smarter with every new pattern, and is now a key part of how the world’s biggest retailers operate.