In this episode of Add To Cart, Justin Williams, Chief Customer Officer at black.ai, takes us behind the scenes of how AI is being used to turn everyday CCTV cameras into real-time data tools for retailers. From preventing theft to enhancing store layouts, Justin dives into the practical and ethical implications of using AI-powered insights to reshape the in-store experience. Whether you’re running an ecommerce brand expanding into physical spaces or a retail leader looking for smarter solutions, this conversation is packed with insights on how AI is bridging the gap between digital and physical retail.
Real-time Data for Real-world Impactblack
CCTV cameras have long been used for security, but Black AI takes that basic function to a new level. Instead of just reviewing footage after incidents happen, retailers can now use these cameras to gather real-time insights about customer movements and behaviour. Beyond catching theft, the technology allows businesses to capture valuable data that can optimise everything from store layouts to staff placement.
“It’s not just, you know, we need to stop people stealing stuff, but they actually need to research and understand the behaviours of that theft itself in order to redesign and prevent.”
As Justin explains, black.ai allows retailers to move from reactive to proactive, giving them the power to respond immediately to in-store events. This kind of real-time data means retailers aren’t just watching out for theft—they can see how people are navigating their stores, where they’re spending the most time and how they’re engaging with displays.
The result? Retailers can react instantly, whether that’s redeploying staff to a busy area or tweaking store layouts to improve the customer experience on the fly. By tracking anonymous behaviours in real time, stores can make data-driven decisions that not only prevent loss, but also improve the customer journey.
Ethical Innovation: Balancing Privacy and Insights
One of the things that sets black.ai apart is its strong focus on privacy. In an age where data collection can sometimes feel invasive, their ethical approach is a breath of fresh air. Instead of using facial recognition, which many customers find intrusive, their tech gathers insights by tracking anonymous behavioural patterns and clothing choices—what Justin calls “soft biometrics.”
“So, for example, like you and I, we’re both wearing our black t-shirts today. That’s a thing. You’re Caucasian, I’m Caucasian. We assign a number to that unique mix that represents the Nathan Bush look.”
Justin is all about striking a balance between privacy and innovation, ensuring customer anonymity is maintained by tracking non-identifiable characteristics like clothing and behavioural patterns, rather than relying on facial recognition.
“[We] focus on measuring human behaviour anonymously and safely—no publicly identifiable information recorded…You’re assigned a unique anonymous alphanumeric just for you for that session… Once you leave the store, that session is deleted.”
This ensures that retailers can still gain deep insights into how customers move and interact in their stores while maintaining a strong commitment to protecting personal privacy.
Bridging the Gap Between Physical and Digital
For ecommerce brands moving into physical retail, gathering customer data in-store can be a challenge. Online, it’s easy to track clicks and customer journeys, but in-store? Not so much. But black.ai is changing that by allowing retailers to track in-store behaviour with the same precision.
Justin notes the difference between old-school data collection and black.ai’s approach:
“Stores have been relatively blind… They’ve had a store surveyor with a clicker or there’s been some kind of measurement device that gets, you know, several hours of data that is then generalised to a full year. That leads to a design that actually creates more friction than it was set out to solve for.”
As more ecommerce brands look to establish a physical retail presence, tools like black.ai are essential for creating seamless, data-driven experiences. By integrating AI-driven insights, retailers can optimise everything from store design to product placement, helping create a more unified and sophisticated customer journey across both physical and digital channels.
Redefining Retail with AI-Driven Innovation
As retailers continue to merge digital and physical domains, AI is the essential bridge between the two worlds. Whether it’s optimising store layouts, enhancing security, or gaining real-time insights into customer behaviour, the future of retail is undeniably data-driven. For e-commerce brands expanding into physical spaces, black.ai provides the tools to seamlessly integrate both realms, ensuring a unified customer experience online and offline.
By combining cutting-edge AI with a customer-first and privacy-conscious approach, black.ai is shaping the next generation of retail—one that’s responsive, intelligent, and ethically sound.
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