If you cannot escape it, embrace it. This is something Shyam Sunder K, Founder, Principal Architect & MD - 4Dimensions Retail Design, emphasises while speaking to Retail4Growthabout AI in retail design and experience. As he says, “We cannot escape AI hence it is better that we incorporate it into our daily work. A transitional phase is still underway with everyone in the industry in a race to train themselves in the applications of AI in their work. But we need to look at how we can improve our prompt keywords, presentation quality, rendering, etc., by which AI can actually help us.”  

In this context, Shyam mentions the era when AutoCAD first got introduced and the design industry was worried it would make them redundant. But today we know the tool has become irreplaceable, having just made the process more efficient, without making designers redundant.  Similarly in 7-8 years’ time, AI will have the same necessary impact, feels Shyam. As he says, “As of now with AI, visualization has become far better. With the right prompt words, it will make our work easier. Our clients have progressed to using it as well, with briefs very often being an AI image. It’s up to us to decode and interpret the same in a manner that meets their purpose.”  

The AI-integrated design process  

Speaking about the use of Gen AI tools in the design process, Shyam says, “Our mood boarding process involves inspecting various aspects of the store design, covering the overall store environment. Here’s where AI comes in - the ideas and images sometimes help us visualize better. The real benefits are in terms of the time saved. Instead of 2 weeks, we are now able to do it in 4-5 days.”  

As he says, what is crucial here, as in any usage of Gen AI tool, is giving the right prompts. As Shyam explains, by reducing the amount of time taken to input the key prompts, the time to deliver solution can be made faster as well. But, as he points out, the most critical aspect here is using discretion while adapting AI generated solutions - which are usually larger than life. Quite obviously, it has to be scaled down to fit the concept, budget, and practicality, as per the client requirements.   

Navigating through the peak and plateau cycle  

The question of Gen-AI and its implication on the creative processes also brings into focus other larger issues. In this context, Shyamtalks about how AI will influence both retail brands and designers and lists four parameters that are key for retail design:  

So given the common reliance on AI tools., is there a threat of brands relying on in-house AI tools, rather than outsourcing the design function to retail design agencies, especially given the focus on saving costs for many brands? Shyam says in reply, “Everything follows a cycle. Even retail brands who feel that they can do without retail designers and can rely on Gen AI tools will eventually realise that they need the expertise of designers to use AI efficiently with substance and originality.”  

Finally summing up his thoughts in the context of AI adoption in retail design, Shyam says, “Of course, we have to adapt to new trends that disrupt the old ways. We must accept them to focus on how we can stand out. The end goal in designing a retail store must be to create a purposeful experience for the consumers, and not just a novelty factor which will die down soon. Also, it’s important to keep up with market trends and understand audience preferences, while maintaining a consistent image. Technology, especially AI tools, helps in remaining relevant, and to that extent is important for retail designers.”