Retailers aren’t exactly short when it comes to AI; if anything, they're overwhelmed by it.
From chatbots to order tracking bots and agent assist tools, many brands have built stacks of disconnected solutions. But according to Michael Klein, Head of Retail, Travel & Hospitality Product Marketing at Talkdesk, adding more automation isn’t the answer.
Instead, retailers need commerce orchestration, which can connect AI agents, systems, and data to create one seamless customer journey.
“The challenge isn’t a lack of technology, it’s silos,” Klein says.
“Customers expect brands to understand their history without repeating themselves or jumping between channels.”
Rather than isolated “automation moments,” Talkdesk is focusing on Customer Experience Automation (CXA), a framework that coordinates multiple AI agents across service, commerce, and fulfillment systems, with smooth handoffs to humans when needed.
Crucially, these agents can be built using natural language, making the technology accessible beyond technical teams.
Service as a Growth Driver
Klein believes AI is finally enabling customer service to shift from cost center to revenue driver.
By automating high-volume, low-complexity queries like “Where’s my order?”, retailers free up human agents to focus on higher-value tasks such as selling, advising, and proactive outreach.