AI, trust and transformation: Five key CX trends every retailer must prepare for in 2026

This article is provided by BRC Associate Member, IP Integration.

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As retailers look ahead to 2026, the stakes for customer experience (CX) have never been higher. Already, about 35 percent of UK consumers say they use artificial intelligence (AI) to help with their shopping, a figure that’s jumped 39 percent year-on-year, according to recent research.

This rapid AI adoption offers a huge opportunity, but also a real risk: Forrester predicts that by 2026, one-third of brands will erode customer trust through poorly deployed AI self-service. In this article, we explore what we consider to be the five most important trends shaping retail CX in 2026 - from agentic AI and omnichannel orchestration to compliance, trust, and the shifting business value of customer metrics.

1. AI will dominate, but trust will be the differentiator 

AI is transforming retail, promising efficiency, personalised experiences, and new ways to engage customers. Yet, the rush to implement generative AI chatbots purely to cut costs can backfire if customers’ queries remain unresolved or interactions feel impersonal.

Retailers need to design AI deployments with the customer journey at the centre. This means ensuring smooth escalation to human agents when required and maintaining PCI-compliant payment handling for sensitive transactions. AI should augment human work rather than replace it, enabling more meaningful interactions where they matter most. Thoughtful implementation also considers workforce impact, allowing employees to focus on complex, high-value tasks instead of repetitive, transactional work. In 2026, retailers who prioritise trust and empathy alongside efficiency will differentiate themselves in a crowded market.

2. Agentic AI and human collaboration will reshape service delivery

A key evolution in AI for CX is the rise of “agentic AI” - systems capable of acting autonomously but in tandem with humans. In retail, this means AI can manage repetitive, operationally heavy tasks such as processing returns, updating customers on delivery, or checking stock availability, while freeing human agents to focus on more nuanced or high-value interactions.

The shift toward agentic AI has major implications for technology strategy. Retailers still reliant on legacy platforms will face increasing pressure to migrate to cloud-based CCaaS solutions to unlock AI integration and support system consolidation. Meanwhile, retailers already operating in the cloud will focus on integrating AI effectively into existing workflows, activating data for real-time decision-making, and creating a unified, joined-up experience for both customers and employees. The result is a smarter, more responsive Contact Centre where technology and human expertise complement each other seamlessly.

3. Customer journey orchestration will be an investment priority

Omnichannel experience is becoming table stakes. Research from the Contact Centre Summit indicates that by 2026, UK CX leaders will invest heavily in customer insights, journey management, and satisfaction. Retailers will prioritise end-to-end visibility across web, app, store, and contact centre touchpoints, ensuring customers can move seamlessly between channels.

Achieving this requires investment in real-time analytics, workforce engagement tools, and intelligent routing systems. Retailers that orchestrate omnichannel journeys effectively can reduce friction and resolve issues before they escalate. Integrated data insights also allow agents to provide personalised, context-rich service, improving satisfaction and strengthening loyalty. The brands that master journey orchestration will not only enhance CX but also directly link improved experiences to business outcomes such as repeat purchases and customer lifetime value.

4. CX teams will break free from “metric obsession”

While technology and data are essential, Forrester warns that many CX teams remain trapped in the “orbit of dysfunction,” focusing on dashboards and vanity metrics rather than outcomes that matter to customers and the business. By 2026, leading retailers will reposition CX as a genuine driver of business value, linking service quality to loyalty and revenue growth.

This shift requires a mindset change: metrics remain important but must be connected to real outcomes. Retailers will increasingly look for partners who can quantify the return on investment from CCaaS solutions, showing how improved interactions translate into revenue and customer satisfaction. CX leaders will focus on measuring impact, not just activity, embedding a culture of accountability and value creation across their organisations.

5. Compliance and security will become non-negotiables

With the enforcement of PCI DSS v4.0.1 and growing scrutiny around data handling, secure payment capture in Contact Centres should be a business priority. Retailers must ensure that their multi-channel or omnichannel platforms support secure digital payments, enabling customers to complete transactions safely, whether online, via app, in-store, or over the phone.

The brands that succeed will combine AI innovation with compliance assurance, building customer trust while enabling seamless service. For retailers, security, privacy, and ethical AI use are fast becoming the new currency of loyalty, with trust driving repeat business and long-term brand value.

CX must-dos for retailers in 2026 

AI will dominate retail CX next year, but its success will hinge on trust, strategy, and thoughtful execution. Retailers who integrate agentic AI to handle routine tasks, orchestrate omnichannel journeys, measure meaningful outcomes, and maintain compliance will gain a decisive edge. Efficiency however must be balanced with empathy: the most successful retailers will use AI to enhance (not replace) human interactions, freeing employees to deliver service moments that truly matter.

Innovation alone is not enough; customers are increasingly sensitive to how brands use AI, manage data, and secure transactions. With trust becoming the new currency, retailers that prioritise transparency, ethical AI use, and integrated, seamless experiences will strengthen loyalty and turn technological disruption into a competitive advantage. In the coming years, the brands that master this balance will define the future of retail CX.