Global lifestyle company Authentic Brands Group, which owns brands like Reebok, Champion, and Juicy Couture, has developed an innovative AI platform called Authentic Intelligence, built on Google Cloud's Vertex AI system. This proprietary platform is designed to streamline operations across over 50 brands, with significant applications in marketing, brand management, and legal sectors.

Around 80% of employees in these departments utilize over 15 specialized AI agents weekly, leading to measurable benefits. For instance, marketing initiatives have witnessed a remarkable 60% increase in ROI on ad spend when utilizing AI-optimized creative, compared to traditional assets. The platform ensures that marketing materials maintain alignment with the brand's voice and visual identity across diverse channels.

Moreover, the platform enables the rapid creation of brand-specific videos through simple text prompts, enhancing content production efficiency. In business development, AI agents assist in crafting detailed profiles of potential partners, which strengthens lead generation and uncovers new licensing opportunities. In the legal domain, the agents facilitate contract reviews, improving accuracy and expediting timelines.

Adam Kronengold, chief digital officer, emphasizes that "Authentic Intelligence empowers our teams to create and grow our business with the entrepreneurial spirit our company was built on." This initiative has proven instrumental in scaling workflows, asset generation, and reporting, while ensuring consistency across the company's portfolio. Through these concrete applications, Authentic Brands Group is leveraging AI to bolster creativity and operational effectiveness.

Retailers face mounting customer expectations and tightening margins, necessitating rapid transformation. Artificial intelligence (AI) has emerged as a crucial tool redefining customer engagement, product design, and operational efficiency in the retail sector. According to the IBM Institute for Business Value study, “Retail and Consumer Products in the AI Era,” the next two years will be critical for AI investments, influencing how brands maintain competitiveness and engage with customers increasingly using AI in their daily lives.

AI is now a business imperative, with 80% of retail companies implementing long-term AI innovation strategies. This shift indicates that AI funding is expanding beyond IT departments, with merchandising, marketing, and supply chain teams directly investing in AI for enhancing product discovery, personalizing experiences, and managing demand forecasts.

Unlocking proprietary data is vital for maximizing AI capabilities such as personalized offerings and inventory optimization. Currently, 64% of companies have AI-accessible data, yet only 49% is usable, showing significant potential for growth. By cleaning and governing this data, retailers can improve customer satisfaction—reported to rise by 31% due to AI implementations.

Moreover, AI's transition to action-oriented systems signifies a major change; 76% of executives anticipate reshaping business models to exploit AI for efficiency and revenue generation. A standout example is Al Futtaim Group’s AI-driven Blue app, which integrates various functions to create a seamless customer journey.

As retailers embrace AI in tandem with human expertise, they can focus on complex customer interactions, enhancing both operational efficiency and human connection. This hybrid model, coupled with ecosystem integration, will be pivotal for the future of retail. Retailers should prioritize personalized AI experiences, automate repetitive tasks, and ensure cross-functional collaboration to thrive in this rapidly evolving landscape.

Google Cloud is at the forefront of agentic commerce, leveraging autonomous AI to revolutionize shopping experiences by transforming passive browsing into personalized, active shopping. This shift signals a major transformation in retail, moving from simple interactions to sophisticated AI agents capable of executing complex tasks across consumer touchpoints.

One of the most notable developments is the introduction of Gemini Enterprise for Customer Experience (CX). This platform unifies shopping and customer service, powered by advanced AI models that can autonomously manage the entire customer lifecycle. For instance, the new Shopping agent functions as an intelligent digital concierge, processing text, voice, and images to create shopping carts and perform tasks effortlessly. Additionally, an advanced food ordering agent enhances the ordering experience for brands like Papa John's by using natural language processing for real-time menu interactions.

Google Cloud also aids retail giants in innovating their operations. For example, Authentic Brands Group utilizes Google Cloud's media models to enhance marketing and brand fidelity, resulting in improved advertising returns. The Home Depot employs Gemini models to offer localized project planning and an AI-driven materials list for contractors, illustrating a shift to an anticipatory retail model.

Other applications include Gap Inc.'s investment in AI for product creation and customer experience, Honeywell's Smart Shopping Platform bridging online and offline shopping, and Estée Lauder's AI Scent Advisor, which delivers personalized fragrance recommendations. These innovations show how Google Cloud is empowering retailers to create seamless, customized commerce experiences, and reclaim valuable time through enhanced efficiency and new technologies.

At NRF 2026, The Home Depot and Google Cloud announced the expansion of their partnership, enhancing the retail experience through advanced AI tools. Applications of AI include real-time support for both homeowners and professionals, such as contractors and remodelers, enabling them to access expert assistance and improve customer interactions.

One of the key innovations is the upgrade to the Magic Apron assistant, which now acts as a conversational tool for DIYers and professionals. This AI-powered platform allows users to input project descriptions in natural language, moving beyond basic search functions to deliver personalized advice and recommendations. The integration of image upload and visualization features will further enhance user experience by guiding customers through complex projects intuitively.

Additionally, The Home Depot is launching an AI-driven materials list feature specifically for professionals. This tool restructures project planning by interpreting user inputs to generate comprehensive material lists while identifying essential items that may have been overlooked. This change significantly streamlines the estimating process, allowing pros to focus on business growth.

The introduction of AI-powered route intelligence also optimizes delivery logistics. By analyzing customer-specific data and external variables like weather, this system minimizes delivery failures and enhances the reliability of the customer experience.

Moreover, customer service is being transformed with conversational AI that understands intent, providing real-time resolutions via chat, SMS, and voice. This enhances engagement and improves customer satisfaction by moving beyond traditional automated responses.

Overall, these AI enhancements at The Home Depot not only improve customer experience and engagement but also enable employees to concentrate on more strategic tasks, driving long-term growth and efficiency.