Unprecedented changes in retail over the last four years have reshaped the industry’s digital customer experience—both in the way organizations do business and the preferences of shoppers. The lessons learned about the importance of technology and data can help businesses scale and bring the human element found in brick-and-mortar stores to their digital platforms.

Adobe’s State of Digital Customer Experience research shows that retail executives are confident in their customer experience strategies, but they increasingly face data privacy concerns and struggle to deliver consistent experiences across channels. And while many retailers are already experimenting with the latest generative AI tools for enhancing digital customer experience, even more have not begun planning for the technology’s rollout. 

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