超越零售：AI时代的零售重塑（英）

BeyondKPMG. Make the Difference.October 2025kpmg.com/cn gs1hk.org Age of AIRetail in the© 2025 KPMG, a Hong Kong SAR partnership and a member firm of the KPMG global organisation of independent member firms affiliated with KPMG International Limited, a private English company limited by guarantee. All rights reserved.Beyond Retail in the Age of AIContents01Foreword302About the study403Executive Summary504Chapter 1: Navigating Regional Preferences and AI Integration805Chapter 2: Overcoming Barriers to AI Adoption in Retail1306Chapter 3: Meeting Consumer Demands for Transparency and Action2007Chapter 4: Hong Kong’s Changing Retail Landscape2608Chapter 5: Reinventing Hong Kong’s Shopping Experience3109Key Considerations on AI Journey3410The Future is Agent-Centric43© 2025 KPMG, a Hong Kong SAR partnership and a member firm of the KPMG global organisation of independent member firms affiliated with KPMG International Limited, a private English company limited by guarantee. All rights reserved.Beyond Retail in the Age of AIForewordIn the dynamic landscape of retail, artificial intelligence (AI) is emerging as a transformative force, revolutionising how businesses operate and interact with their customers. From chatbots that offer personalised recommendations to advanced inventory management systems that optimise stock levels, AI is enabling retailers to enhance efficiency and deliver tailored experiences. These innovations are not merely incremental improvements; they are redefining the very fabric of the retail ecosystem, influencing supply chain management, customer segmentation, and marketing strategies.Examining the role of AI in retail reveals that its impact extends well beyond operational efficiencies. AI empowers consumers to make informed decisions, find better deals, and align their purchases with personal values. This shift places unprecedented pressure on retailers to deliver seamless, personalised interactions across both digital and physical platforms, creating a high-stakes environment where customer loyalty can be won or lost in moments.To gain deeper insights into how AI is being leveraged in the retail sector, we conducted interviews with leading retailers in Hong Kong SAR (Hong Kong). These interviews provide a firsthand account of how retailers are currently utilising AI, the challenges they encounter, and their strategic plans for the future. In our consumer survey, we found that the regional differences in AI adoption between Hong Kong and the GBA consumers are particularly noteworthy. While GBA consumers exhibit higher confidence in AI tools and are more exposed to AI-driven shopping experiences, Hong Kong consumers tend to be more reserved, underscoring the importance of tailoring AI strategies to local consumer behaviours and preferences.As AI continues to disrupt the retail industry, it is not merely a tool for efficiency but a catalyst for transformation. Retailers must adopt a strategic AI roadmap to