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 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 experience. Those values remain the company’s “North Star” even as it selectively adopts AI and machine learning.