Retail Tech 2026: How AI and automation are revolutionising the production of promotional materials in omnichannel retail

Digital transformation in retail: Why 2026 is a turning point

The retail sector is facing one of the biggest changes in its history: artificial intelligence (AI) and automation are transforming not only customer communication but also companies’ internal processes. At the heart of this development lie omnichannel software, Product Information Management (PIM) and Digital Asset Management (DAM) systems. These technologies enable retailers to make their marketing material production more efficient, targeted and cost-effective – whilst simultaneously optimising the customer experience across all channels.

But how exactly are these innovations changing processes and structures within companies? And which steps in the workflow can be eliminated or accelerated through the use of AI or other tools? In this article, we analyse the current trends, technological advances and their specific impact on the retail sector.

AI in promotional material production: From automation to creative excellence

Artificial intelligence is no longer a concept of the future, but a key driver of efficiency and innovation in the retail sector. By using AI-powered tools, companies can already:

  • Generate personalised content in real time, tailored to customers’ individual purchasing behaviour and preferences. This makes advertising messages not only more relevant, but also more effective.
  • Carry out automated A/B testing to continuously improve campaign performance – without any manual effort.
  • Speed up image and video editing, for example by having AI replace background images, recognise text within images or adapt product visualisations for different channels.

However, the opportunities offered by AI also bring new challenges – particularly when it comes to handling data and master data. Whilst AI-powered tools can generate product descriptions, marketing copy or even technical specifications, the question arises: how reliable, consistent and legally sound is this data?

A key issue is the accessibility and control of the generated content. Who has access to the AI-generated data? Who is responsible for its quality and timeliness? Particularly in companies with decentralised structures or global supply chains, inconsistencies or conflicts can quickly arise – for example, when different departments or even external partners (such as manufacturers or suppliers) use different versions of product data. This poses not only the risk of communication breakdowns but also legal risks, for example if AI-generated content breaches brand guidelines or makes false statements.

Another risk lies in data sovereignty and compliance. Many AI tools access external data sources or cloud-based systems. This raises questions: Who owns the generated data? How is it protected? And does it comply with data protection requirements (e.g. the GDPR) and copyright law? The situation becomes particularly critical when AI generates incorrect or out-of-date information – for example, in the case of technical product data that is regularly updated by manufacturers. Without centralised validation, such errors can quickly seep into the production of marketing materials and undermine customer trust. According to Gartner, by the end of 2026, 60% of CMOs will have introduced specific technologies to protect their brands from AI-generated deception – a clear sign that the industry is taking the risks seriously and taking targeted action to counter them.

To overcome these challenges, leading companies are turning to integrated solutions that combine AI with human expertise. This allows AI-generated content to be automatically forwarded to specialist departments, which can then review, approve or adapt it. Tools such as PIM systems with AI integration (e.g. LAGO by Comosoft) make it possible to centrally manage and version generated data, and to define clear roles and permissions for access and editing. This ensures that consistency, quality and compliance are maintained – without losing the benefits of automation.

Omnichannel software: The key to seamless customer experiences and efficient processes

In a world where customers switch between online shops, social media, high-street retail and mobile apps, a seamless omnichannel strategy is essential. This is where PIM and DAM systems come into play – they form the technological backbone for consistent and efficient marketing material production.

Product Information Management (PIM): The Central Data Source

A PIM system centralises and manages all product information – from technical specifications and marketing copy to prices and availability. Through the integration of AI, modern PIM solutions can:

  • Automatically enrich product data, for example by generating meta tags, providing translations into multiple languages or adding missing attributes.
  • Ensure data quality by identifying duplicates, resolving inconsistencies and ensuring that all information is up to date and accurate.
  • Guarantee cross-channel consistency by distributing product information in real time to all sales channels – from online shops to printed catalogues.

Automation: Less effort, greater impact in the production of marketing materials

Automation is the second major driver for revolutionising the creation of marketing materials. By using low-code/no-code platforms, workflow tools and AI, numerous processes can be optimised:

  • Recurring tasks such as creating social media posts, newsletters or product data sheets can be fully automated. This makes it possible to plan campaigns in advance and execute them without any manual effort.
  • Data-driven decisions are supported by real-time analytics. AI systems identify patterns in customer behaviour and dynamically adapt marketing materials to maximise conversion rates.
  • Collaboration and workflow management are simplified by cloud-based tools. This enables teams to collaborate across projects without being held back by manual coordination processes.
Retail Tech 2026

These tools not only reduce the time and cost involved, but also enable smaller businesses to create professional marketing materials – without having to rely on external agencies.

How AI and Automation Are Changing Corporate Structures

The introduction of AI and automation has not only technical but also organizational implications for companies. To realize the full potential of these technologies, companies must adapt—in several areas:

New Roles and Skills

As automation increases, new job roles are emerging that bridge the gap between humans and machines:

  • Prompt engineers, who train AI systems to deliver precise and relevant results.
  • AI trainers, who feed data into algorithms and optimize them to meet company-specific requirements.
  • Automation managers who analyze workflows and identify processes that can be optimized through technology.

At the same time, the roles of existing positions are changing: Marketing professionals are focusing less on repetitive tasks and more on strategic planning and creative concept development. IT teams, in turn, are becoming enablers who provide the technical infrastructure for AI and automation.

Training and Change Management

A key factor for success is the continuous professional development of staff. Companies that invest in training and change management processes will be more successful in the long term. This is because:

  • Acceptance of new technologies increases when staff understand their benefits and how they work.
  • Creativity is fostered when teams learn how to use AI and automation as tools – rather than viewing them as a threat.
  • Innovative capacity is fostered when companies establish a culture that embraces experimentation.

 

“Companies that integrate AI and automation into their processes at an early stage will achieve 30% higher productivity by 2026 – whilst reducing the costs of promotional material production by 20%.”
— McKinsey, report “The State of AI in Retail”, 2025

Conclusion: The future of promotional material production is here

Promotional material production in the retail sector is on the cusp of a profound transformation. AI, automation and omnichannel software offer businesses the opportunity to operate more efficiently, in a more customer-focused manner and with greater innovation. Those who invest in these technologies now will not only secure a competitive advantage, but also a future-proof position in digital retail.

The question is no longer whether companies need to adapt, but how quickly they will do so. The tools and technologies are already available – it is up to companies to deploy them strategically and purposefully.

The future of promotional material production will be shaped by those who have the courage to innovate and are prepared to continually scrutinise and optimise their processes.

Call to action: Set the course for 2026 now

Would you like to find out more about how AI, PIM and DAM can drive your business forward? Contact us for a personalised consultation or try out the free demo version of our omnichannel software. Together, we’ll shape the future of your retail business – making it more efficient, smarter and more successful.