- Salesforce CEO Benioff said Gucci call center agents saw 30% revenue boost from its AI tools.
- His stance aimed to reframe typical rhetoric that AI will displace jobs.
- Major brands already pioneering retail AI partnerships spotlight potential.
Speaking at the National Retail Federation’s annual conference, Salesforce CEO Marc Benioff shared an optimistic perspective on the future of retail work amidst growing concerns over job disruption from artificial intelligence.
Referencing a recent visit to a Gucci customer service center in Italy, Benioff recounted how the luxury brand’s 300 agents are already benefiting from Salesforce’s new generative AI tools.
Enhancing work, not replacing it
Rather than reducing staff, the technology-enhanced call interactions by providing agents with additional context and product details while engaging with customers. Benioff reported that Gucci saw revenue increase by 30% almost immediately after implementation.
By “augmenting” human capabilities, he argues that AI can elevate retail agents to “a whole new level” instead of automating their functions entirely.
Refuting pessimistic predictions
His stance contrasts more dire predictions of widespread retail job loss. “I think the leaders there were thinking they’re going to get a lot of productivity out of that. They’re not going to need as many agents,” Benioff reflected.
“That’s not what happened.” While acknowledging leader concerns, the upbeat executive believes retail workers will remain relevant and be empowered.
Benioff shared the anecdote during an on-stage chat with /Walmart U.S. CEO John Furner at the high-profile industry event. With major brands already pioneering retail AI use cases, his optimism hints at a more collaborative human-AI future in the sector.
Yet questions remain around optimal implementation. By spotlighting current initiatives, however, Benioff aims to reframe typical rhetoric around technology displacing retail jobs.
