Nick Goad, BCG's global co-leader for retail merchandising, argues that retail's biggest problem isn't a lack of data, it's the gap between data and real customer understanding. He explains how AI and large language models are finally bridging that divide, making it possible to localize assortment, sharpen pricing, and accelerate product innovation at scale. For leaders wondering where to start, he makes the case for codifying the knowledge already in merchants' heads.

What You’ll Learn:

Retailers have more data than ever, but AI finally gives them the tools to turn it into action merchants can actually trust.
The biggest near-term opportunities are in assortment localization, smarter pricing, and AI-accelerated product innovation.
The new data advantage for retailers isn't raw data — it's codifying the knowledge already in their merchants' heads.