The Role of AI in Omnichannel Retail Experiences

Remember when shopping was simple? You walked into a store, picked what you liked, and paid. Fast forward to now—commerce happens everywhere. Mobile apps, smart TVs, social media, retail stores, voice assistants, and even lock screens. It’s a 24/7 experience—and shoppers expect it to be seamless.

Welcome to the age of omnichannel commerce.

But stitching together all these channels without confusing the shopper? That’s hard. Really hard. Fortunately, AI is making it not just possible, but powerful.

At Glance.com, we believe AI in omnichannel commerce is the key to delivering consistent, personalized, and context-aware shopping experiences. From smart product discovery to predictive logistics and real-time personalization, AI helps brands stay in sync with their customers—no matter where they browse or buy.

? Explore how omnichannel intelligence connects with Glance’s full-stack commerce strategy: Read the AI in E-Commerce Guide

1. What Is Omnichannel Commerce and Why Does It Matter?

Omnichannel isn’t just about selling on multiple platforms. It’s about integrating every touchpoint into a single, cohesive experience.

The shopper should feel:

• Recognized ("You viewed this online")
  
  
• Understood ("We saved your cart")
  
  
• Valued ("Your wishlist item is in-store today")
  
  

That requires real-time data syncing, smart automation, and hyper-personalized journeys.

According to Harvard Business Review, 73% of shoppers use multiple channels during their buying journey, and omnichannel buyers spend 10% more online and 4% more in-store than single-channel buyers.1

Without AI, managing these experiences at scale is nearly impossible. With AI? It becomes intuitive, predictive, and delightful.

2. Personalization Across Every Channel

Personalization isn’t just for websites anymore. Shoppers expect tailored experiences across email, app, SMS, social, in-store, and even smart TVs.

AI enables this by:

• Building unified customer profiles from cross-channel data
  
  
• Tailoring recommendations based on behavior (not just demographics)
  
  
• Adjusting product rankings in real-time based on context (location, time, weather)
  
  

At Glance, AI generates dynamic Looks that reflect not just what you shopped last week, but how you’re browsing today—whether that’s on your lock screen or during a smart TV break.

McKinsey reports that personalization at scale can increase revenue by 5–15% and boost marketing ROI by 10–30%.

With AI, personalization becomes invisible—but unmistakably felt.

3. Real-Time Inventory Visibility and Fulfillment Flexibility

Nothing kills an omnichannel moment like a stockout. Or worse—offering something that’s no longer available.

AI helps by:

• Tracking live inventory across channels and warehouses
  
  
• Predicting regional demand
  
  
• Dynamically adjusting availability based on user intent
  
  
• Powering smart allocation for ship-from-store, click-and-collect, or nearby delivery
  
  

Glance integrates inventory signals into the shopping journey—ensuring the Looks we show are not only beautiful but also buyable.

Salesforce found that 69% of consumers say knowing an item is in stock before visiting a store influences their purchase decision.

In omnichannel, availability is a feature—and AI makes it accurate.

4. Context-Aware Recommendations and Dynamic UX

You open a retail app in the morning. You’re shown breathable cotton kurtas. That night, you browse again—now the feed features party-ready shimmer edits.

Same user. Different intent. AI knows.

Context-aware commerce includes:

• Geo-personalized content (raincoats for Bangalore, linen shirts for Chennai)
  
  
• Time-of-day adjustments
  
  
• Weather-based nudges ("Looks for rainy days")
  
  
• Occasion mapping ("Festive wear before Diwali")
  
  

At Glance, content on the lock screen refreshes based on interaction windows, city-level trends, and seasonality—creating a visual journey that evolves with you.

Adobe reports that context-aware commerce increases conversion rates by up to 50% by showing the right product at the right moment.

Omnichannel works best when it’s aware—not just present.

5. Seamless Handoffs Between Online and Offline

Imagine browsing a Look online, saving it, then walking into a store and getting a prompt: "Your saved items are here. Want to try them on?"

That’s AI making channel transitions seamless.

It powers:

• In-store pickup suggestions during checkout
  
  
• Location-based notifications ("Your size is in stock near you")
  
  
• QR-based cart transfers from digital to physical
  
  

Glance envisions connecting online style journeys with offline discovery moments—especially for categories like jewelry, footwear, or luxury fashion.

Google research shows that 90% of consumers use their phones in-store to compare prices, find alternatives, or access saved products.

Omnichannel isn’t about duplication. It’s about continuity—and AI enables that beautifully.

6. Smart Customer Support Across Platforms

Support should follow the shopper, not the channel.

AI empowers brands to:

• Offer chatbot continuity from WhatsApp to website
  
  
• Surface order status or FAQ answers proactively
  
  
• Escalate complex issues across platforms without repeating context
  
  
• Personalize tone and recommendations based on prior purchases
  
  

At Glance, we’re exploring voice-based support that activates on smart TVs, mobile, or via Look engagement—"Where’s my order?" or "Show similar styles." Support becomes a companion, not a pain point.

Zendesk data shows that 72% of customers expect agents to have access to previous interactions across platforms.6

Omnichannel support is AI-powered memory—because no one wants to explain themselves twice.

7. Unified Attribution and Campaign Optimization

Running a campaign across email, app, store, and Instagram? How do you know what worked?

AI solves attribution chaos by:

• Connecting anonymous and logged-in sessions
  
  
• Using probabilistic models to assign credit
  
  
• Learning which touchpoints drive action (and when)
  
  
• Optimizing spend in real time
  
  

Glance uses this to fine-tune what Looks get pushed to what users—based on channel-specific responsiveness and engagement loops.

Forrester says AI-driven attribution improves media efficiency by 20% and reveals insights traditional models miss entirely.

Omnichannel isn’t just about being everywhere. It’s about knowing what matters—and investing wisely.

Conclusion: Omnichannel Isn’t a Strategy. It’s the New Normal.

In today’s commerce world, users don’t move in straight lines. They swipe, tap, scroll, walk, speak, and return—across devices and moments.

Brands that win will be the ones who meet users wherever they are—and know why they’re there.

AI in omnichannel commerce gives retailers the tools to create journeys that feel coherent, caring, and personal—no matter how complex the backend really is.

At Glance.com, we’re building not just for multi-channel visibility—but for omnichannel memory, intelligence, and continuity.

? Want to see how discovery, logistics, personalization, and fulfillment come together across touchpoints? Dive into the Glance AI in E-Commerce Guide

Because in the age of ambient commerce, it’s not where users shop—it’s how they feel when they do.