Retailers lose AI value as batch data delays real-time decisions

Inventory mismatches failed redemptions and fulfilment delays during peak sales trace back to disconnected retail data.

Retailers are struggling to turn AI investments into revenue because fragmented and delayed data still prevents them from acting on customer, inventory and fulfilment signals in real time.

Angeline Po, Vice President for Product Management at Globe Business, said AI alone does not create business value. The data behind it determines whether retailers can make better decisions and trigger action across operations.

“AI alone doesn't create value, the data behind that does it,” Po said.

The problem is that retail data often sits across separate point-of-sale, e-commerce, loyalty, warehouse and payment systems. Batch processing also delays updates, limiting the usefulness of AI in areas such as inventory replenishment, promotions, fraud prevention and customer engagement.

Po said this is why many retailers still struggle with seamless omnichannel service despite having more customer data than before. Without real-time integration, a promotion seen online may not be recognised in store, or a recent purchase may not appear in the next customer interaction.

The issue becomes more visible during high-traffic periods in the Philippines, including payday sales and holiday mall events. Customers may receive app-based promotions but still face failed redemptions, delayed loyalty updates or inconsistent prices between online and physical stores.

Store fulfilment adds another strain. Po said using outlets as fulfillment hubs can work for e-commerce growth, but many store operations were not designed to handle customer service and online orders at the same time.

Click-and-collect orders can be delayed when e-commerce and store systems are not connected. Inventory may also appear available online even if it has already been allocated elsewhere.

For retailers, the AI challenge is no longer whether they have enough tools or data. It is whether they can connect data across systems quickly enough to support pricing, promotions, inventory and service decisions before customer experience suffers.