Braze research shows AI becoming a mainstream way for customers to shop but hurdles remain — Retail Technology Innovation Hub
However, AI agents face one last hurdle: data privacy. Currently, 32% of consumers are unwilling to share any personal data with AI agents, which will undermine their long-term success and broader societal impact. Protecting personal data tops the list of trust drivers at 47%, while 30% of consumers trust brands most when they clearly explain data usage.Braze says that brands wanting to build agentic interactions and ensure consumers see them as fair and responsible must have a clear set of guidelines (45%), be explicit about their use of AI technology (44%), and allow consumers easy access to manage their data.“The real opportunity for marketers today isn’t about doing the same things faster; it’s about using technology to forge deeper, more valuable connections,” says Nicolas Berliner, GM UK at Braze. “To close the trust gap, brands must look beyond basic automation and embrace an agentic future that prioritises real-time customer context. By leaning into smarter AI orchestration, marketers can automate manual tasks while elevating the quality of every interaction, building the lasting loyalty and high performance engagement needed to thrive in any future”2026 RTIH Innovation AwardsAI will be a key focus area at the 2026 RTIH Innovation Awards.The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.Check out our 2025 winners here.Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
