Artificial intelligence is rapidly reshaping how we shop online. From chatbots answering routine questions to algorithms helping retailers manage logistics, the digital customer experience has never been more efficient. But as AI takes over, a pressing question emerges: will human interaction in retail vanish altogether?
That’s the very question explored in the Innovantage Podcast, hosted by Sigli’s Chief Business Development Officer, Max Golikov. In a recent episode, Max sat down with Tomer Azenkot, CEO of Vee24, to discuss how retailers can strike the right balance between automation and the irreplaceable value of human connection.
Where AI Works—and Where It Doesn’t
According to Tomer, AI has transformed customer journeys by handling 90–95% of routine interactions flawlessly. Need to check an order status? An AI chatbot can deliver the answer instantly. But not every purchase is straightforward. Choosing the right diamond ring or luxury watch, for example, requires trust, empathy, and expertise, things no algorithm can replicate.
That’s why platforms like Vee24 are pioneering live video consultations that replicate the in-store experience online. Instead of navigating complex purchases alone, customers can speak directly to knowledgeable sales staff, ask questions, and even view products in real time. The results are clear: clients who adopt video see conversion rates and order values double, or even quadruple.
Lessons from Retail Leaders
One standout example comes from Jordan’s Furniture, a US-based retailer. Their website integrates AI and human-led video seamlessly:
- AI bots handle order tracking and returns.
- Customers shopping for high-value furniture are connected directly to an in-store salesperson over live video.
This hybrid approach not only improves customer satisfaction but also keeps operational costs manageable. Luxury retailers are also embracing the human touch. Watches of Switzerland, for instance, now offers live video consultations from London and the US, giving customers the boutique experience online, crucial for purchases that often exceed £80,000.
Why Many Retailers Still Lag Behind
If video drives higher sales, why isn’t it everywhere? Tomer Azenkot points to one main reason: cost perception. Many retailers invest heavily in automation to cut costs, often overlooking the long-term value of human support.
But this mindset may be short-sighted. As Tomer explains:
“When a customer walks into a store, there’s always staff ready to help. Online, too many retailers expect customers to figure it out themselves. That’s a missed opportunity.”
The Bigger Picture: AI as a Partner, Not a Replacement
Sigli’s perspective is clear: AI should augment, not replace, the human touch. The future lies in intentional use of technology, backed by structured experimentation and measurable outcomes. For some retailers, this means adopting AI-powered sentiment analysis to better understand customers. For others, it’s as simple as piloting video consultations to see if they boost conversion. What matters is applying technology thoughtfully, not chasing hype.
At its core, business success in retail is still built on trust and relationships. As Tomer Azenkot put it:
“No one says: ‘The AI experience was so great, I’m definitely coming back because of it.’ People remember the human connection.”
Looking Ahead
Both Max Golikov and Tomer Azenkot predict that the next five years will bring smarter AI integration and wider adoption of video in retail. Appointment-based consultations, much like scheduling a business meeting, could become the norm for high-consideration purchases like jewelry or luxury goods.
For businesses, the message is clear: AI delivers speed and scale, but the heart of great commerce remains human.
About Sigli
Sigli is a digital transformation partner helping businesses harness AI, automation, and modern technologies without losing sight of what matters most: customer experience. Through thought leadership initiatives like the Innovantage Podcast, Sigli connects global leaders to share insights on the future of business and technology.
Learn more and listen to the full conversation at Sigli’s blog.
