Nordstrom balances AI with the human touch

Reed Karaim

Nordstrom, the department-store chain, is balancing the value of human interaction with the capabilities of artificial intelligence (AI) in serving its customers.

Artificial intelligence (AI) and machine learning are playing an ever-larger role in guiding consumers toward purchases online and even in stores.

But Brian Gill, senior vice president/technology at Nordstrom, the fashion retailer, told delegates at the 2018 Shop.org conference that his company believes AI and smart algorithms still fall short when it comes to consumer interaction.

“We absolutely do not want to sacrifice any of the customer experience,” Gill said about the company’s approach to integrating such technology into its marketing and sales.

Nordstrom’s identity, he continued, is built around a high level of service and a rich, personal shopping...

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