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What does AI really mean for retail? And how can companies move from automation to agency without losing the human connection that drives loyalty?

In this episode, Sucharita joins Santiago Naranjo, Chief Revenue Officer of VTEX, to unpack how AI has quietly powered retail for decades from pricing and planning to fraud detection and what separates proven machine learning from the emerging promise of agentic systems. Together, they explore how generative AI is transforming workflows, where full autonomy still faces barriers, and why trust remains the foundation of every technological leap.

Sucharita shares how companies are applying AI in practical ways, automating content creation, improving customer support, and optimising logistics, while warning against the industry’s tendency to oversell what technology can deliver. She and Santiago discuss the need for “mission-led” agents that learn, adapt, and communicate transparently, creating a future where AI complements rather than replaces human intelligence.

You’ll also hear Sucharita’s personal take on AI in daily life, how she balances curiosity and caution using tools like ChatGPT, Claude, and Descript, and her reflections on how generative technology is empowering individual creators faster than many enterprises can adapt. She also leaves with a message to women in leadership: in an age of algorithms, genuine relationships and credibility still drive progress.

For anyone navigating digital transformation, this episode offers a thoughtful, realistic look at how AI, data, and human trust will shape the next era of retail.

[00:00:00] From Retail Floors to Forrester Research – Sucharita’s Career Journey - Sucharita opens the episode by tracing her path from working inside major retail organizations to becoming one of Forrester’s most trusted voices in commerce. She shares how early experiences in both large and small companies shaped her understanding of how retail truly operates. Her story reflects a deep curiosity for business and a long-standing commitment to helping brands make smarter decisions.

[00:03:20] How AI Has Quietly Powered Retail for Decades - Long before generative tools captured headlines, AI was already embedded in retail systems. Sucharita explains how algorithms have driven pricing, labour planning, fraud detection, and warehouse optimisation for years, often behind the scenes. She calls out how many of today’s “new” capabilities are actually refinements of existing ones, not reinventions. The conversation underscores that innovation in retail often evolves quietly before the world catches up.

[00:05:50] Generative vs Agentic AI – Understanding the Difference - Sucharita draws a clear line between generative AI (tools that create and automate) and agentic AI (tools that acts independently to achieve goals). She describes how agentic systems, like Amazon’s merchandising engine, make decisions in real time with minimal human input. Yet most retailers are still learning how to collect and structure data well enough to reach that level of autonomy. She reveals that while generative tools can deliver quick wins, building agentic systems requires years of trust, testing, and transparency.

[00:09:22] Why Trust Is the Hardest Part of Automation - Trust becomes the central theme of this exchange. Sucharita and Santiago explore why organizations hesitate to fully rely on AI, not because of technical limits, but because of the fear of losing control. They discuss how brands can begin in lower-risk areas such as marketing before expanding into inventory or procurement. Sucharita explains that establishing trust in data, processes, and outcomes will determine how far automation can truly go. It’s a reminder that technology only performs as confidently as the people who design and guide it.

[00:13:26] Mission-Led Agents and the Case for Honest AI Adoption - Santiago challenges the hype-driven culture surrounding AI and introduces the idea of “mission-led” agents, systems designed to learn transparently and communicate both success and failure. Sucharita supports this approach, emphasising that accountability is what turns automation into true intelligence. They discuss how honesty about limitations can help rebuild trust between teams, customers, and technology. The exchange captures a human perspective on how innovation actually matures: through open dialogue, not blind optimism.

[00:15:36] How Sucharita Uses AI in Work and Everyday Life - Stepping into her personal world, Sucharita shares how she experiments with AI tools like ChatGPT, Claude, and Descript while staying mindful of data privacy. She enjoys how these tools enhance research, creativity, and workflow efficiency, yet she remains deliberate about what information she shares with them. Her reflections show how professionals can balance curiosity and caution while embracing digital innovation. Sucharita also touches on how generative platforms are unlocking creativity for independent makers in ways that were once reserved for large enterprises.

[00:19:40] Building Real Relationships in a Digital World - Sucharita offers heartfelt advice for women leaders and anyone navigating technology-driven industries. She reminds listeners that no matter how advanced AI becomes, trust, reputation, and genuine human connection remain irreplaceable. Relationships, not algorithms, still open doors and sustain success. Santiago echoes her sentiment, noting that while technology may shape the tools we use, people still shape the outcomes.

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