生成式人工智能零售业全景探索白皮书-德勤_中国连锁经营协会-2024-83页_7mb

中国零售行业正处于数字化转型的关键时期，生成式人工智能（GenerativeAI）以其强大的数据处理和自动化生成能力，正迅速渗透到零售业的各个环节。白皮书通过对中国连锁经营协会成员企业的调研，发现零售企业在营销、供应链、客户服务等领域已初步应用生成式人工智能技术，取得了提升效率、改善服务的效果。

生成式人工智能的应用场景在零售行业表现得尤为丰富。前台场景如个性化营销、智能客服，后台场景如供应链优化与防损检测。企业可以聚焦效率提升、服务改善、成本控制等具体领域，逐步扩展应用范围。目前，多数企业在生成式人工智能尚处于试点阶段，对于未来的投资仍较为谨慎。

从企业级架构来看，生成式人工智能的部署涉及知识层、模型层、智能体层和场景层。企业需要考虑数据质量、模型选择、基础设施支持等问题，确保技术能够与业务流程紧密结合。与此同时，企业在信息安全、人才培养、治理机制方面还需进一步完善，尤其是在数据安全与合规方面，避免因技术失控带来不必要的风险。

零售企业在应用生成式人工智能过程中，需要平衡技术投入与业务目标，避免“速成”迷思。企业可以从小规模实验开始，逐步构建技术框架，扩大应用范围。此外，针对生成式人工智能可能带来的伦理、合规等问题，企业应提前建立治理机制，确保技术在可控范围内发挥作用。

总体而言，生成式人工智能为零售行业带来变革性机会，但也伴随着挑战。企业应保持理性态度，结合自身需求和技术条件，稳步前行，推动数字化转型迈入新阶段。

Summary:

This white paper explores the application and development possibilities of generative artificial intelligence (GenAI) in the retail industry based on a comprehensive analysis of China’s retail landscape. GenAI technologies are rapidly integrating into key areas such as marketing, supply chain management, and customer service, driving operational efficiency and improving consumer experiences.

In terms of enterprise-level architecure, GenAI requires considerations about data management, model selection, infrastructure support, and governance mechanisms. Enterprises should balance technology investment with business goals, avoiding rushed implementation. It is crucial to focus on data quality and security to mitigate risks associated with GenAI.

The retail sector specifically can leverage GenAI through diverse scenarios, such as personalized campaigns, intelligent customer service, and anti-theft systems. Retailers are starting to implement GenAI cautiously, beginning with small-scale experiments and gradually expanding applications. Clear governance structures are necessary to address ethical and compliance issues.

Overall, GenAI presents transformative opportunities for the retail industry, but enterprises must approach implementation cautiously. By maintaining agility and focusing on measurable outcomes, retailers can harness the power of GenAI to drive innovation while avoiding potential risks.