New Delhi, Feb. 13 -- Use of Generative Artificial Intelligence (GenAI) can boost retail productivity by 35 to 37 per cent within the next five years, according to EY India's latest report.

The report titled 'How much productivity can Generative AI (GenAI) unlock in India? The AIdea of India: 2025' adds that the GenAI will revolutionise insights-driven pricing, promotions, and customer experiences in India's burgeoning retail sector.

It further added that the integration of GenAI into key areas such as procurement, supply chain, and quality management will make the industry become more agile, efficient, and customer-focused.

Pointing out the increasing adoption of GenAI in India, it added that an increasing number of organisations in I...