The rise of AI has been impossible to ignore. In the space of a year, it has shifted from an emerging tool to an everyday instinct; answering our questions, guiding our searches, even soothing our anxieties. It has become a default companion. Naturally, shoppers have followed.
But like every major shift, this is a moment the industry can either shape or be shaped by. And history tells us one thing clearly: when we relinquish control of the customer conversation, we rarely get it back.
A recent Jing Daily report caught my attention. Chinese consumers, traditionally amongst the most digitally fluent, are beginning to step back from short video advice. The issue? Too many ads. Too much noise. Not enough authenticity. Some are turning to AI instead, yet even here, uncertainty remains. Can it be trusted? Does it understand nuance, taste, or personal preference?
And this is where the opportunity sits wide open. Because if the alternative to untrustworthy influencers is uncertain AI, then frontline retail teams are still the most human, most credible and most valuable source of guidance shoppers have. Especially in travel retail.
If the alternative to untrustworthy influencers is uncertain AI, then frontline retail teams are still the most human, most credible and most valuable source of guidance shoppers have.
We often assume Gen Z live entirely online; but this generation is also the most aware of algorithms, of manipulation, of invisible hands shaping what they see. Independence and authenticity matter deeply to them. They do not want generic suggestions. They want informed recommendation. That is what frontline staff can offer, but only if we equip them properly, and only if we stop treating them like static fixtures on a shop floor.
Their role must evolve. Not ‘Can I help you?’ But ‘Here’s what you’ll love – and why.’ Not passive, but proactive, expert and human.
And that expertise shouldn’t begin when a traveller crosses the store threshold. In a world of digital pre-engagement, frontline teams can meet shoppers before they fly. They can build recognition and trust before the first conversation even begins. Imagine greeting a customer who already knows you by name, and trusts your taste. That is not just service. That is relationship. In travel retail, we know where our customers are going, when they travel, and often what motivates their trips. No algorithm has more precise targeting power than that.
In a world of digital pre-engagement, frontline teams can meet shoppers before they fly. They can build recognition and trust before the first conversation even begins.
But to deliver this, brands must invest. In training, yes, but also in confidence, ownership, and product passion. Staff must be more than informed. They must be energised, skilled, and empowered to lead the experience, not just support it. Because AI will get better. It will get faster. It will get more personal. The question is whether our people evolve at the same pace, or faster.
The window is open now. Frontline teams can give shoppers what AI cannot:
Trust. Warmth. Intuition. Real recommendation.
The industry has a choice; wait for technology to define us, or elevate the people who already are our most powerful differentiator.
Put staff first. Train them deeply. Unlock their expertise. Before AI catches up, make sure humans move ahead.