Nordstrom balances AI with the human touch

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.

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