Beyond the Hype: How Liza Amlani Applies AI to Solve Real Retail Problems
- Jessica de Meillon
- 6 days ago
- 5 min read
Updated: 1 hour ago
Retail AI Council Spotlights Industry Pioneer Ahead of eTail Toronto 2025
Liza Amlani, Principal and Co-Founder of Retail Strategy Group, has emerged as one of retail's most influential voices in retail transformation. With over two decades at
brands including Holt Renfrew, Ralph Lauren, and Nike, she bridges operational
challenges with technological opportunities like few others can.
A RETHINK Retail Top Expert, Amlani will take part in multiple conversations at eTail
Toronto 2025 (October 7-8), from leveraging AI and technology for retail success to
preparing your brand for the Alpha economy, making this essential for Canadian
retailers seeking practical strategies over theoretical discussions.
AI as Human Empowerment: Solving Real Retail Problems
While the retail industry debates whether AI will replace human workers, Amlani
focuses on a more practical question: how can artificial intelligence enhance human
capability to solve real retail and customer problems? Amlani talks about the importance
of balancing high tech with high touch in her upcoming book, The Material Life: Process
Innovation for Retailers and Brands.
"What if we can capture customer product feedback during the selling process and
inform product assortment decisions closer to market?" she asks. Her process
innovation framework increases full-price sales by reducing overdevelopment and
accelerating speed to market.
The methodology leverages AI, automation, and digital tools while maintaining the
balance of human touch: "The right tools empower cross functional teams to work more
closely together while breaking down traditional working silos. That's key to increasing
time for innovation by first innovating the process and then finding the right technology
to help teams work more efficiently.
"The next stage of retail development is about seamlessness across technology.
Retailers need to invest in technology that encourages a single source of truth from the
product you are creating to who your customer is," she explains. This unification
enables retail teams to create the right product at the right time and in the right place
for their customers.
Breaking Down Organizational Barriers to AI Success
Amlani identifies a critical challenge in retail AI implementation that goes beyond
technology: "This is the biggest problem we have today in retail, is that there are cultures within cross-functional teams that are very set in their ways, and they're not
looking at the entire organization's goals, but just their own singular goals. Whether it is
marketing, product development, design merchandising planning. Let’s think about this within the context of a rowing team: if each member rows out of sync, the boat doesn’t get anywhere let alone the finish line. But when everyone moves in rhythm, the collective force propels the boat forward. The same concept applies to retailers and brands. When functions align around shared goals, the company accelerates speed to market."
Her diagnostic approach is direct: when retailers have excess inventory or markdowns at the end of every season, it’s clear they don't know what the customer wants. “You’re buying and assorting the wrong products at the wrong time. Deploy technology to offload low-value tasks so people can focus on the work that really moves the needle. Like spending time with your customers, shopping the market, finding the right AI solution to help predict customer behavior and market trends, etc.
Shifting from Product-Centric to Customer-Centric Strategy
Amlani's framework for scaling retail operations centers on a fundamental shift: "Before
considering scaling your brand, start to shift your strategy from product-centric to
customer-centric. Place your customer in the middle of your retail end-to-end and
engage with them before you go to market."
Key elements of her approach include:
"The role of the customer should shift from the end of the retail model to the middle"
"Consider involving the customer in validating product, helping your brand be more relevant, relatable, and authentic"
"Become customer obsessed, involve and empower them to be part of your retail end-to-end from product creation, marketing and logistics"
The Canadian AI Opportunity: Market Pressures Drive Innovation
The Canadian retail landscape presents unique opportunities for AI implementation.
Recent data shows that 51% of Canadians are open to AI-powered personalized
recommendation tools, while 15% of Gen Z consumers already use AI as their primary
search method, signaling a market ready for intelligent retail experiences.
However, Canadian retailers face mounting pressure from AI-native competitors. Over
60% of Canadians now shop at Chinese marketplaces like Temu and Shein, platforms
that leverage artificial intelligence for everything from dynamic pricing to personalized
product discovery. Meanwhile, Canadian Tire's USD 300 million investment in AI-
powered digital upgrades demonstrates how established retailers are responding.
Amlani's March 2025 analysis of Hudson's Bay's struggles illustrates what happens
when retailers fail to embrace technology-driven transformation. "If The Bay can't
compete operationally, how could they succeed in today's landscape?" she asked, highlighting how AI could address the operational shortcomings that plague traditional retailers.
Her February 2025 book "The Whole Sale" provides another lens on AI's role in retail
strategy. With nearly one in five Canadian e-commerce businesses earning most
revenue internationally, AI-powered tools for market analysis, customer segmentation,
and logistics optimization become essential for global expansion.
A Practitioner's Approach to Implementation
Unlike theoretical consultants, Amlani's credibility comes from hands-on experience:
"My competitive edge is that I worked in retail – as a merchant and product creator. I
started on the shop floor and still visit stores on a weekly basis. It's important to walk the
talk. If you want to make an impact in retail, you need to live retail."
Her current role focuses on process innovation: "Today I am a trusted advisor to retail
executives. It's not just about what you bring to market, it's about how you get there.
And that's where I help retailers innovate existing processes and drive efficiencies.
Creating the best products for their customers and bringing them to market faster."
A Message for Retail Leaders
Amlani's message to retailers is clear: revisit the basics and invest in what matters most
to today's consumer. In a retail environment where competition is fierce, a solid strategy
focused on sustainability, responsiveness, and customer service may be the key to
enduring success.
As the retail industry faces unprecedented challenges, from rising customer acquisition
costs to evolving consumer expectations, Amlani's expertise in AI-driven solutions offers
a roadmap for sustainable growth and competitive advantage.
eTail Toronto 2025: Critical Timing for Canadian Retail
The upcoming eTail Toronto 2025 conference comes at a pivotal moment for
Canadian retail. With mobile commerce now representing 40% of online purchases and
social commerce revenues growing beyond 80 billion USD globally, Canadian retailers
face both unprecedented opportunities and intensifying competitive pressure.
Amlani's multiple conversations with retail leaders will address these market realities
directly. Her sessions on transforming post-purchase experiences, leveraging
Generative AI for personalization, and preparing for Generation Alpha consumers
provide actionable frameworks for retailers competing against global platforms while
capitalizing onCanada's unique market advantages, including its bilingual, globally integrated economy and growing consumer openness to AI-powered personalization.
For Canadian retail leaders navigating this transformation, Amlani offers both diagnostic
clarity and practical solutions. Known across the industry as The Chief Merchant and a
trusted voice in retail, her insights at eTail Toronto 2025 will provide concrete strategies
for leveraging AI to drive both operational efficiency and customer satisfaction in an
increasingly complex market landscape.
The Retail AI Council recognizes Liza Amlani as a pioneering voice in the practical
application of artificial intelligence in retail operations. Her work continues to shape how
retailers leverage technology to create meaningful customer experiences while driving
sustainable business growth. For more information about eTail Toronto 2025 and
Amlani's speaking sessions, visit etailcanada.wbresearch.com and use code PARTNER20 for 20% off
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