The trend: Retailers and brands are rapidly weaving generative AI (genAI) into their operations to boost efficiency and scale without adding significant headcount. The breadth of the initiatives signals an abrupt shift in many companies’ thinking about genAI from a useful tool to a potential core business driver.

Nearly 9 in 10 (87%) IT decisionmakers from companies that have deeply implemented AI throughout their organizations describe the technology as a competitive advantage, not just an automation tool, per a new survey by Rackspace of decisionmakers across 10 sectors and 10 countries. More tellingly, 72% of all respondents shared that belief.

That optimism appears rooted in results. Nearly two-thirds (64%) of leaders at those AI-mature organizations report substantial benefits over the past year—nearly double the 33% rate of less advanced peers.

The use cases: Those results help explain why several high-profile companies have spotlighted their genAI rollouts in just the past week:

• Amazon is embedding genAI throughout its logistics infrastructure. It’s using Wellspring, a mapping tool that improves delivery precision, along with AI-powered demand forecasting to optimize inventory. It’s also deploying agentic AI to enhance warehouse robotics to speed up fulfillment.
• Chipotle, in the midst of aggressive store expansion, has slashed hiring times by 75% with its AI-driven “Ava Cado” platform, per Fortune. The chain is also using genAI to personalize deals for loyalty members based on purchasing patterns.
• Mattel is partnering with OpenAI to integrate genAI into product development. While it is still early days for the collaboration, Bloomberg reports that potential applications could include interactive versions of classic products like the Magic 8 Ball, as well as digital assistants built around Mattel characters.
• Salesforce just launched Marketing Cloud Next, which embeds autonomous AI agents across the customer funnel to support everything from campaign creation to media optimization.
• Starbucks is rolling out Green Dot Assist, an AI assistant for baristas that streamlines operations and reduces service times. After it debuts in 35 stores this month, the platform will expand across the US and Canada in fiscal 2026.

Our take: GenAI enables companies to do more with less—a crucial advantage at a time when macro uncertainty is making many firms wary of increasing their headcount. As early adopters scale their efforts and share results, momentum will grow—prompting others to follow out of necessity, not choice.