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Revolutionizing Retail Customer Interaction: Mobile Devices, AI, and Immersive Technologies in 2025

General Report July 13, 2025
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TABLE OF CONTENTS

  1. Mobile Devices and In-Store Technology Innovations
  2. AI-Powered Personalization and Experience Management
  3. Immersive Engagement Through AR and the Metaverse
  4. AI Agents and Automation in Customer Experience
  5. Smarter Marketing and Embedded Finance Solutions
  6. Future Outlook: Emerging Trends and Planned Innovations
  7. Conclusion

1. Summary

  • As of July 13, 2025, the retail landscape is experiencing a profound transformation driven by the convergence of mobile devices—most notably tablets like the iPad—artificial intelligence, and immersive technologies. Retailers are utilizing in-store innovations such as AI-powered interactive displays and foldable tablets to enhance customer engagement at the point of sale. This integration allows sales associates to access real-time customer profiles and inventory data, leading to personalized product recommendations that elevate the shopping experience. Furthermore, the rollout of 5G technology has enabled retailers to harness high-speed connectivity, facilitating live inventory updates and enhanced operational efficiencies critical for meeting the demands of today's consumers. Emerging payment solutions and embedded finance models have also simplified and accelerated transactional processes, reshaping consumer interactions within physical and digital environments. On the backend, generative AI and advanced data analytics are driving hyper-personalized marketing strategies that deeply understand and predict customer behavior, significantly improving engagement and retention metrics. Additionally, the rise of augmented reality (AR) and metaverse platforms is extending brand connections beyond the physical realm, creating immersive experiences that resonate with consumers in novel ways. The automation of customer interaction through task-specialized AI agents and refined digital advertising strategies is streamlining marketing efforts and optimizing the customer journey. Therefore, this analysis provides a comprehensive overview of these trends, emphasizing their current applications and forecasting the innovations expected to emerge in 2025 and beyond.

2. Mobile Devices and In-Store Technology Innovations

  • 2-1. Role of iPads and Tablets in Customer Engagement

  • As of mid-2025, iPads and tablets have cemented their role in enhancing customer engagement within the retail space. The integration of these mobile devices enables retailers to create immersive experiences that leverage real-time data and interactive elements. For example, retailers are equipping their sales associates with tablets to access customer profiles, manage inventory on the go, and provide personalized product recommendations. This direct line of communication not only enhances customer service but also allows for a seamless omnichannel experience. The deployment of tablets in point-of-sale (POS) systems has also streamlined transactions, reduced wait times, and improved the overall shopping experience. Moreover, with the ongoing evolution of software applications designed for retail, tablets are increasingly being utilized to engage customers through interactive displays and augmented reality (AR) experiences, allowing shoppers to visualize products in creative ways.

  • 2-2. AI-Enabled Interactive Displays and Foldable Devices

  • The use of AI-enabled interactive displays in retail settings is on the rise, shaping how customers interact with brands. These displays leverage AI to analyze customer behavior and preferences in real-time, influencing the content and product offerings presented. As identified in recent trends, such technology is enhancing the personalization of shopping experiences by tailoring promotions and suggestions based on individual customer profiles. Additionally, foldable devices are gaining traction in 2025, offering flexibility and adaptability in presentation. Retailers are utilizing foldable tablets and screens to deliver dynamic content, enabling quick transitions between different formats while maintaining an engaging shopping environment. This capability is particularly evident in environments where space is limited or where multi-functionality is desired, such as kiosks and mobile pop-up stores, further enriching customer interaction and engagement.

  • 2-3. Integration of 5G in Retail Hardware

  • With the full rollout of 5G technology, retail environments are experiencing unprecedented enhancements in connectivity and service delivery. 5G integration enables retailers to support richer customer experiences through high-speed data transfer and low latency, allowing applications such as live inventory updates, AR shopping experiences, and seamless mobile transactions. Retailers are beginning to harness 5G to facilitate real-time analytics and operational efficiencies, enhancing supply chain management and customer engagement strategies. As devices equipped with 5G capabilities become more prevalent, the ability to connect and utilize IoT technologies effectively within stores is driving innovation in retail strategies, leading to smarter, more responsive retail environments. This evolution highlights the importance of utilizing cutting-edge technology to meet rapidly changing consumer expectations for instant, engaging, and personalized shopping experiences.

3. AI-Powered Personalization and Experience Management

  • 3-1. Generative AI for Customer Insights

  • As of July 13, 2025, generative AI continues to revolutionize the way businesses derive insights from customer data. This technology empowers organizations to create tailored experiences by transforming voluminous data into meaningful insights. According to recent findings, companies leveraging generative AI are able to enhance customer engagement significantly by predicting behavior and preferences. For instance, businesses have seen improvements in customer satisfaction scores and retention rates when employing sophisticated data analysis techniques that identify trends and purchasing patterns. However, it is noteworthy that generative AI is evolving from a mere novelty to a critical business tool. Despite its potential, challenges remain, particularly concerning data privacy and the necessity for human oversight in interpreting AI-generated insights.

  • 3-2. AI in CRM and Automated Personalization

  • The integration of AI into Customer Relationship Management (CRM) systems has been a game changer for businesses aiming to enhance customer relationships. Organizations are increasingly adopting AI-driven CRM solutions to automate time-consuming tasks such as lead scoring and customer segmentation. As per recent data, CRM systems with AI capabilities can predict buyer behavior with remarkable accuracy, improving marketing strategies and sales outcomes. For instance, AI's ability to analyze customer interactions across various channels enables businesses to tailor their marketing campaigns dynamically, resulting in higher engagement rates. However, while AI offers substantial benefits, companies must address potential integration complexities with existing systems and develop strategies to ensure data quality and governance.

  • 3-3. Shifting KPIs: From Transactions to Value Signals

  • In the current landscape of experience management, there is a significant shift occurring in how businesses evaluate success. Traditional Key Performance Indicators (KPIs) focused primarily on transaction volume are giving way to more nuanced metrics that measure customer value and experience quality. The emerging focus on 'value signals' - indicators that reflect customer satisfaction, engagement, and retention - is prompting organizations to adopt a proactive approach to customer experience. Recent studies have indicated that companies adopting this new framework report improved operational efficiencies and better alignment between departments responsible for customer experience, customer service, and product delivery. This cross-functional harmonization, supported by aggregated AI insights, enhances an organization's ability to respond to customer needs in real-time, creating a more resilient business model.

4. Immersive Engagement Through AR and the Metaverse

  • 4-1. Augmented Reality in E-commerce and Social Media

  • Augmented Reality (AR) has emerged as a pivotal technology in enhancing customer engagement across e-commerce platforms and social media. By creating immersive, interactive experiences, AR transforms static content into dynamic visual narratives that resonate with consumers. This is notably evident on social media platforms like Instagram and Snapchat, where users can utilize AR filters to try on products virtually, from makeup to accessories. For example, Sephora's AR technology allows users to virtually apply makeup, significantly boosting customer engagement and satisfaction without the hygiene concerns of trying on products in-store. According to industry reports, AR in social media is not just a passing trend; it is heavily influencing browsing behaviors and conversion rates, highlighting the increasing consumer appetite for interactive shopping experiences. Brands leveraging AR are finding innovative ways to tell their stories while simultaneously showcasing products, thus weaving deeper connections with their audience.

  • 4-2. Digital Doppelgängers and Virtual Brand Experiences

  • The concept of digital doppelgängers, or 3D avatars that represent users in virtual environments, is becoming integral to brand engagement in the metaverse. Research indicates that these avatars create a profound sense of embodiment, enabling users to interact with brands in ways that evoke real emotions. For instance, a study highlighted how positive interactions in the metaverse, such as attending a virtual event hosted by Nike or McDonald's, can translate into real-world affinity and loyalty towards these brands. As companies like Nike and Gucci integrate avatar-driven marketing into their strategies, they are effectively paving the way for a more immersive form of brand interaction. The emotional connections formed through these digital experiences could arguably be more impactful than traditional marketing techniques. This dynamic encourages brands to craft meaningful, interactive narratives that resonate with a tech-savvy audience looking for deeper engagement.

  • 4-3. Preparing Brands for Metaverse Interactions

  • As we navigate through 2025, brands are increasingly recognizing the need to adapt their strategies for the metaverse—a multifaceted digital landscape blending augmented reality, virtual reality, and traditional e-commerce. This adaptation is driven by the changing consumer landscape, where interactive, experiential marketing is sought after. Successful brands are creating immersive virtual storefronts and digital showrooms that allow consumers to explore products in three dimensions. For example, virtual experiences like Ikea's integration within gaming platforms enable customers to engage with products in innovative ways, reshaping their perceptions and shopping behaviors. To effectively prepare for these interactions, it is essential for brands to adopt cross-industry collaborations and innovative storytelling techniques that invite user participation, thus fostering community and loyalty. The stakes are high as brands that hesitate to embrace this immersive transformation risk losing relevance in an increasingly digital market.

5. AI Agents and Automation in Customer Experience

  • 5-1. Task-Specialized AI Agents for Content Creation

  • As of July 13, 2025, the deployment of task-specialized AI agents by companies such as Airship has transformed the way brands engage with customers. These intelligent agents are designed to automate various aspects of content creation, testing, and optimization, enhancing the efficiency and personalization of customer interactions. Airship's AI Agents operate independently or collaboratively, enabling businesses to streamline processes that were previously labor-intensive. For example, the Scene AI Agent allows brands to create rich, interactive onboarding experiences tailored to individual customer preferences, thus driving deeper engagement and valuable data collection for personalization efforts. Similarly, the Experimentation AI Agent continuously tests message variations in real-time, optimizing pathways to achieve business goals by determining which combinations yield better conversions or user experiences. This collective automation not only closes the loop between creation and optimization but also allows for the agile adaptation of marketing strategies based on customer behavior.

  • The overall aim of these AI agents is to minimize the manual workload involved in generating content and to enhance performance through data-driven insights. With the ability of these agents to learn from interactions and adapt autonomously, brands are positioned to respond swiftly to changes in the market landscape and consumer preferences. This paradigm shift is critical for marketing teams striving for hyper-personalized experiences that resonate with consumer expectations, ultimately driving loyalty and revenue.

  • 5-2. AI Integration in Digital Advertising and Policy Guardrails

  • The integration of AI into digital advertising strategies has achieved significant momentum in mid-2025, especially as evidenced by the IAB Europe's recent whitepaper, "Artificial Intelligence and Europe's Digital Advertising Frontier: Growth, Guardrails & the Policy Blueprint," released on July 7, 2025. This document outlines the transformative impact of AI on digital advertising, highlighting the necessity for ethical frameworks and policy recommendations that address the rapid adoption of AI technologies in marketing practices across Europe. As noted in the whitepaper, 91% of digital advertising professionals in Europe have either embraced or tested generative AI technologies, showcasing the widespread integration of AI into the advertising ecosystem.

  • The ability to leverage AI for strategic advertising goals marks a pivotal shift from traditional practices to more dynamic approaches where real-time data feeds can influence ad placements and content designs instantly. This encompasses everything from AI-optimized campaign management, such as Google's Performance Max campaigns, to complex decision-making processes enabled by predictive analytics. Given the growing complexity of these AI tools, the establishment of robust policy frameworks is essential to ensure transparency, accountability, and security in AI operations. Companies are increasingly urged to align with high-level principles that encompass fairness, safety, and visibility in AI deployments, reinforcing consumer trust without overburdening operations with excessive regulations.

  • 5-3. Enterprise Integration Challenges Revealed by AI

  • The rise of AI has not only revolutionized customer-facing applications but has also laid bare existing challenges in enterprise integration models. As detailed in recent discussions, traditional integration approaches, such as batch jobs and API orchestration, are proving inadequate in an environment where real-time data collaboration is paramount. The complexities of modern enterprises, filled with numerous applications and data points, often remain trapped within silos, stifling agility and timely decision-making. As businesses shift towards leveraging intelligent AI agents for real-time operational responses, they must confront the challenge of outdated integration strategies.

  • Denis King, CEO of Solace, emphasizes that the current state of integration must evolve from a centralized, rigid structure to one that is adaptable and responsive to real-time events—a movement toward event-driven integration. This architectural paradigm not only allows for seamless communication across applications but also enables AI systems, which thrive on 'data in motion,' to function optimally. Moving forward, enterprises must prioritize flexible, decentralized integration frameworks that can accommodate the fast-paced requirements of AI technologies and meet the demands of modern consumers who expect immediacy and personalization in every interaction.

6. Smarter Marketing and Embedded Finance Solutions

  • 6-1. Peak-Season Marketing Strategies with AI

  • As of July 2025, the retail landscape is increasingly characterized by dynamically structured marketing strategies that leverage artificial intelligence (AI) to navigate peak-season sales effectively. Key sales periods such as end-of-year holidays, Black Friday, and Cyber Monday serve as critical moments when consumer spending surges. However, insights indicate that 39% of shoppers feel overwhelmed by excessive promotions during these times, which can detract from the actual shopping experience. To counter this, retailers are now aiming to engage customers with tailored marketing strategies that evoke relevance rather than simply driving discounts. Research shows that 78% of purchasing behaviors are influenced by factors beyond standard promotional cycles, including life milestones and cultural celebrations, underscoring the need for retail marketers to rethink their timing strategies. Smart segmentation tools allowing marketers to understand actual customer behavior are essential, pushing for campaigns that trigger customer reach-outs not based on generic timelines but rather on individual behaviors, such as a nudge after browsing or alerts for restocking items. Moreover, post-sale engagement has emerged as a pivotal strategy. After high-traffic sales periods, successful retailers actively engage with customers to foster long-term loyalty rather than merely processing their purchases. This entails personalized follow-ups and recommendations based on past purchases, thus transforming single transactions into ongoing customer relationships. This methodology is proving effective in retaining customers long after the peak seasons have passed.

  • 6-2. Embedded Finance Models to Streamline Payments

  • The integration of embedded finance into the retail sector marks a significant evolution in enhancing transaction processes as of mid-2025. Embedded finance refers to the incorporation of financial services, such as payment processing, directly into non-financial business platforms. This shift reflects consumer expectations for seamless and frictionless transactions across their digital experiences. Notably, consumers are increasingly favoring interactions with businesses that offer integrated financial solutions, leading to opportunities for retailers to form innovative partnerships. As the demand for instantaneous payments grows, retailers are adapting by adopting real-time payment mechanisms. Innovations such as digital wallets and virtual cards are becoming standard in transaction processing, ensuring speedy and secure payments. This adoption is supported by advancements in technology, including blockchain solutions, which enhance transaction transparency and reduce costs. Moreover, AI technologies are facilitating hyper-personalized customer experiences throughout the payment process. With tools that provide intelligent fraud detection and tailored financial offerings, merchants are better positioned to meet the unique preferences of their customers. Enhancements in security measures, such as tokenization, protect consumers' data in these digital transactions, thus fostering greater consumer trust. The advent of sustainable and inclusive payment options is also pertinent, as conscientious creators introduce solutions like carbon tracking in financial services. Consequently, embedding finance not only improves transaction efficiency but also emphasizes ethical considerations that align with modern consumers' values.

7. Future Outlook: Emerging Trends and Planned Innovations

  • 7-1. Next-Generation Semiconductor Advances to 2033

  • The semiconductor industry is poised for significant advancements through 2033, primarily driven by the surging demand for artificial intelligence (AI) applications. As of July 13, 2025, AI's influence has ignited a race among major chip manufacturers to innovate and produce highly specialized AI accelerators. Notably, the global market for AI in semiconductors is expected to grow from $71.91 billion in 2024 to an impressive $321.66 billion by 2033, marking a robust compound annual growth rate (CAGR) of 18.11%. This growth is primarily due to the increasing reliance on AI models, notably generative ones, which are driving chip design innovations across the sector.

  • Leading companies like NVIDIA have introduced advanced GPUs, enhancing computational power to handle intense AI workloads effectively. For instance, NVIDIA's Hopper architecture has streamlined data processing, paving the way for efficient energy utilization through power-gated techniques at the block level. Additionally, the integration of third-generation tensor cores is demonstrating how close collaboration on chip architecture can unlock performance gains effectively while addressing energy requirements. As the industry prepares for the transition from classical computation paradigms to AI-centric designs, major players are optimizing both the logic and memory components, ensuring the next generation of chips meets evolving marketplace demands.

  • 7-2. Forecasts for 6G-Enabled Retail Experiences

  • Looking ahead, the retail landscape is expected to undergo a transformative phase influenced by the upcoming rollout of 6G technology, which is anticipated to enhance connectivity and customer experiences significantly. The integration of 6G will build upon the current advancements presented by 5G, enabling ultra-low latency communication and fostering an environment for seamless, immersive shopping experiences. Detailed plans for 6G technology are projected for late 2025 and beyond, with many firms exploring how these capabilities can facilitate real-time data sharing and augmented reality features in retail environments.

  • Key elements of the 6G vision include handling massive data streams with unprecedented efficiency, thereby allowing for richer interactions and dynamic customer experiences. For instance, retailers could explore applications that deliver personalized shopping experiences through drones and robotics, streamlining delivery systems that work interactively with product displays. AI will likely play a crucial role in processing the vast amounts of data generated, enabling retailers to offer tailored promotions based on shopper behavior in real-time. The expected improvements in speed and connectivity could create opportunities for immersive technologies, such as virtual reality showrooms or AI-guided shopping assistants, extending the brand experience beyond traditional boundaries.

  • 7-3. Expansion of AI-Driven Mobile Platforms

  • As we progress through 2025 and beyond, significant advancements in AI-driven mobile platforms are anticipated to redefine customer engagement across various sectors, particularly retail. The rapid evolution of generative AI is expected to become a central component in mobile app development, transforming how businesses interact with their customers. According to a recent article from the 'Which Android App Development Trends Will Dominate 2025?' analysis, the integration of AI technologies in mobile applications is set to enhance user experiences markedly.

  • Moreover, developments in edge computing are expected to enable mobile apps to function more intelligently by processing information locally, thereby reducing latency and protecting user data. Consumers will benefit from more personalized, context-aware applications that predict their needs and preferences. Companies are likely to capitalize on this trend by leveraging real-time data analytics and AI to optimize product recommendations, advance customer service capabilities through chatbots, and deliver distinctive user experiences that resonate on individual levels. As AI continues to mature within mobile platforms, the focus will shift towards more intuitive interfaces that reduce cognitive load, ensuring that mobile interaction becomes even more seamless and engaging for users.

Conclusion

  • By mid-2025, retail has entered a transformative era characterized by the integration of advanced technologies, including mobile hardware, AI, and immersive experiences. The pivotal role of devices such as the iPad in enhancing customer engagement highlights the importance of adopting a tech-forward approach in retail strategy. As innovations continue to emerge—driven by advancements in 5G connectivity and next-generation semiconductors—retailers are modernizing in-store experiences, integrating systems that meet the evolving expectations of savvy consumers. AI-driven personalization paired with automated agents is reshaping the delivery of relevant content, while AR and metaverse platforms are broadening the scope of brand interactions beyond traditional selling environments. The incorporation of embedded finance and smarter marketing tactics further streamlines checkout processes and elevates engagement during peak shopping seasons. To capitalize on these burgeoning trends, retailers must prioritize the deployment of cohesive technology ecosystems, invest in robust data infrastructures, and pilot immersive applications that cater to customer preferences. Looking ahead, forthcoming developments in 6G connectivity and the advances in AI-native hardware and extended reality technologies suggest a future rife with opportunities for enhancing customer engagement. As the marketplace continues to evolve, the necessity for retailers to adopt a well-defined technology roadmap will be indispensable for maintaining a competitive edge and thriving in this dynamic landscape.

Glossary

  • iPad: A line of tablet computers designed by Apple, which has become integral in enhancing customer engagement in retail environments by providing sales associates with access to real-time data, customer profiles, and inventory management capabilities.
  • AI Personalization: The use of artificial intelligence technologies to tailor marketing messages and product recommendations to individual customer preferences. This approach enhances customer engagement and satisfaction by analyzing customer behavior and data.
  • Augmented Reality (AR): A technology that superimposes computer-generated images and information onto the real world, enhancing how customers interact with products. In retail, AR allows consumers to visualize products in an interactive manner, significantly improving the shopping experience.
  • Metaverse: A collective virtual space created by the convergence of virtually enhanced physical reality and physically persistent virtual reality. It enables brands to offer immersive experiences that extend beyond traditional retail settings, enhancing engagement and interaction.
  • 5G: The fifth generation of mobile network technology that provides significantly faster data transfer speeds, which retail businesses leverage for real-time inventory updates, enhanced customer experiences, and efficient operational management.
  • Embedded Finance: The integration of financial services directly into a non-financial business's customer experience, streamlining payment processes and making financial transactions seamless and convenient for consumers.
  • Customer Relationship Management (CRM): A technology or strategy designed to manage a company’s relationships and interactions with potential and current customers. AI integration within CRM systems automates processes and personalizes customer interactions, enhancing engagement.
  • Generative AI: A type of artificial intelligence that can create new content, insights, or solutions based on existing data. Its application in retail helps generate customer insights and enhance personalization by analyzing large datasets for trends.
  • Task-Specialized AI Agents: Autonomous software programs designed to handle specific tasks in marketing and customer engagement, such as content creation and optimization, improving efficiency by reducing the manual workload and enabling data-driven insights.
  • Digital Advertising: Online marketing strategies that promote products or services to consumers through the internet. The rise of AI has transformed digital advertising by allowing for real-time ad placement and content customization based on consumer behavior.
  • Data Analytics: The process of collecting, analyzing, and interpreting large sets of data to uncover patterns and insights. In retail, data analytics informs marketing strategies and enhances customer interactions by identifying preferences and trends.
  • Foldable Devices: Mobile devices with flexible screens that can change shape, offering retailers innovative ways to display content and interact with customers in dynamic formats, particularly in environments where space is limited.
  • KPI (Key Performance Indicator): A measurable value that demonstrates how effectively a company is achieving key business objectives. New trends in retail are shifting KPIs from transaction metrics to value signals that focus on customer satisfaction and experience quality.
  • 6G: The anticipated sixth generation of mobile technology, expected to offer improved speed, capacity, and connectivity compared to 5G. While still in development, it is projected to significantly enhance customer experiences in retail by enabling more immersive and responsive interactions.

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