The retail landscape has undergone a significant shift as consumer behavior increasingly merges the digital and physical shopping experiences. Convenience now takes precedence over the concept of distinct sales channels. As retailers adapt to this new reality, the need for advanced technological solutions has become more pressing. Salesforce has stepped into this space with its latest generative AI-powered point-of-sale (POS) system, unveiled at NRF 2025, aiming to redefine how transactions and customer interactions occur in the retail sector.
Salesforce’s latest developments represent an evolution from its previous retail technology initiatives. The company’s introduction of “Agent Force for Retail” and “Retail Cloud with Modern POS” builds on prior efforts to integrate AI tools into retail strategies. These new technologies highlight a shift towards systems that not only streamline the buying process but also respond intelligently to customer preferences and post-purchase needs. Compared to older retail systems, Salesforce’s generative AI integration appears to address the complexity of modern consumer journeys more comprehensively.
How Does GenAI Improve Retail Efficiency?
The system’s integration of generative AI offers capabilities beyond traditional POS systems. Acting as a digital assistant, the technology personalizes product recommendations, manages real-time inventory updates, and assists with returns or exchanges seamlessly. For example, a customer could request tailored product suggestions, refine choices based on preferences, and finalize a purchase without unnecessary delays. Salesforce believes this approach will reduce customer journey friction and improve conversion rates.
“Unified commerce is no longer optional; it’s essential for meeting customer expectations today,” explained Nitin Mangtani, SVP and GM of retail at Salesforce.
This system also addresses post-purchase interactions, such as order tracking or modifying delivery options, with a focus on accuracy and user satisfaction.
What Role Does Mobile POS Play in Physical Stores?
Mobile POS solutions are poised to enhance the in-store experience by eliminating lengthy checkout lines. Drawing inspiration from the mobile checkout practices of companies like Apple (NASDAQ:AAPL), Salesforce’s system enables transactions to occur anywhere within the store, backed by digital catalogs. This flexibility ensures that retailers can finalize sales even when products are out of stock in physical inventory.
“Why should checkout still be a time-consuming bottleneck in 2025?” Mangtani questioned, advocating for integrated mobile solutions to optimize the retail process.
The system’s adaptability to both large-scale retail chains and smaller brand-focused stores demonstrates its potential to meet diverse retail needs.
With the crowded POS technology market, Salesforce is entering a competitive landscape dominated by legacy providers and newer entrants like Stripe and Adyen. Retailers remain focused on return on investment (ROI), and Salesforce emphasizes that its technology delivers measurable benefits, including reduced wait times and increased sales efficiency.
This launch reflects the broader trend of integrating artificial intelligence into retail, yet it also introduces challenges. Retailers must balance adopting innovative tools with maintaining customer trust and seamless integration into existing workflows. Salesforce’s generative AI-powered POS represents an effort to bridge these gaps while offering enhanced capabilities to retailers striving for unified commerce strategies.
