Customer Trust Sets Limits for AI in Retail, Summit Panel Says

Speaking at the Retail Asia Summit 2026 in Hong Kong, Jared Ernest De Guzman, Watsons International customer director at AS Watson, described a “trust scale” for deciding where artificial intelligence fits in customer interactions. At one end, he said, are tasks driven by information, convenience and speed, which AI can handle at scale.

He pointed to product information and content for major shopping moments such as the 11.11 sale as an example of work AI can support. As a customer’s decision becomes more personal, however, the need for human expertise rises.

De Guzman cited a pharmacist or a beauty advisor recommending which serum suits a customer’s face as tasks that depend on trust. Those conversations, he suggested, still call for human staff rather than automated advice.

Offline stores also remain central as places of discovery and experience, according to the panel discussion. De Guzman referenced a LinkedIn question from AS Watson group CEO Malina Ngai on how physical stores can stay competitive through 2036.

The session focused on how far retailers can push AI into stores and advisory roles. While retailers are adopting the technology, customer trust sets the boundary for which tasks can be delegated to machines and which stay with people.