As investors scan the horizon for signs that artificial intelligence (AI) can have real business impact, US retail offers evidence that it is fundamentally reshaping how physical retail spaces operate and engage consumers.
The global potential was confirmed by BCG’s recent AI Will Anchor Tomorrow’s Shopping Malls report. It highlights that “by delivering sharper insights, enhanced decision making, and faster execution, AI can transform the retail real estate sector”.
Over the next five to ten years, AI will globally “shake up the competitive landscape”, fundamentally changing how mall operators generate growth and build resilience. In the US, innovations driven by AI are transforming the in-store experience, including smart shelves equipped with weight sensors and RFID tags to monitor inventory in real time and optimise stock and product placement.
Stores like Amazon Go have popularised AI-powered “Just Walk Out” technology, allowing shoppers to pick items and exit without checkouts. AI-powered mobile apps guide customers through store layouts, enhancing convenience, while facial recognition pilots aim to speed up payments.
AI also powers dynamic personalisation: many US retailers are analysing real-time data to tailor interactions—such as emails, product pages and pricing. Purdue University research suggests this shift presents a transformational opportunity for mall operators to leverage AI-driven marketing optimisation, as proven by using AI-chip-embedded sensors across multiple US malls.
The BCG report shows how in practice, mall operators integrating AI report significant gains, including “a 20% improvement in staff efficiency”, “a 50% increase in tenant revenue” and doubling “customer lifetime value”.
AI tools such as footfall tracking, tenant self-service portals, and automated marketing segmentation deliver operational efficiency gains of about 30%, driving better revenue and tenant satisfaction.
The report stresses that mall operators must “digitally transform the entire organisation,” with strong C-suite leadership and phased, strategic AI adoption to maximise impact.
Those who fail to invest in AI face “significant risks with the future of their business”. Ultimately, AI enables malls to evolve into “experience hubs” reflecting consumer preferences and lifestyle needs, securing their relevance in a competitive retail landscape.
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