The discussion centered on how new AI capabilities can be integrated into retail without losing what has always been fundamental: customer understanding, relationship building, clear communication, and sales discipline.
The panel featured Kattis Åström (COO, CDON.com), Erik Öjner (CCXO, Nordic Nest), Nic Staeger (E-commerce expert, previously at Apotek Hjärtat, Nordiska Galleriet, Cervera), Josephine Darlington (AI Sweden) and Alexander Flaig (Linköping University).
Academic research met hands-on experience in AI adoption, communication, sales, and change management. Several of the panelists had direct responsibility for implementing AI in teams and processes, and students’ perspectives were included through live questions submitted through Menti.
“AI is rapidly changing our jobs and skill requirements, especially in retail, where competition and tight margins demand smarter ways of working. At the same time, there is an expectation gap — employers often assume that recent graduates already master AI tools, while in reality, skills vary widely”, says Patrik Stoopendahl.
Key takeaways
1. The fundamentals of retail remain the same
Customer understanding, relationship building, clear communication, and sales discipline are still essential. AI can strengthen these skills, but it can never replace them.
2. Streamline — responsibly
Use AI to work faster and smarter, but always with transparency, critical evaluation, and quality control. Normalize the technology, but don’t forget the responsibility — don’t be sloppy.
3. Change management comes first
Without mandates, clear processes, data access, governance, and ethics, the benefits of AI will never materialize. Technology must be embedded in organizations in a structured and responsible way.
4. Demonstrate your AI competence
Students and graduates should showcase concrete examples of their AI skills in their portfolios or CVs. Describe both the methods used and how results are quality-assured — this is a powerful tool when entering the job market.
5. Build bridges between education and industry
More case studies, internships, and collaborative projects can help close the gap between academic expectations and workplace reality. This provides students with real-world experience and gives companies skilled employees ready to use AI responsibly.
“The seminar made it clear that AI is a tool that can strengthen the core functions of retail — but true success requires technical competence, critical thinking, and well-structured change management. By combining academic insight with practical experience, and by helping students demonstrate their AI skills, the future of retail can become both more efficient and more responsible”, says Patrik Stoopendahl.
Nexus seminar series
This event is part of the Nexus seminar series at LUSEM. Nexus is an advanced seminar series at LUSEM, designed to foster collaboration and dialogue across departments. It brings together researchers and teachers to explore interdisciplinary themes in depth. Each session focuses on a topic of broad interest, creating a space where diverse perspectives converge to inspire new ideas and deepen shared understanding.