麦肯锡：2024年从LLM（大语言模型）到ROI（投资回报率）：如何在零售业中扩大生成式AI的采用规模研究报告（英文版）

Once generative AI (gen AI) hit the mainstream, in late 2022, it took little time for retail executives to realize the potential in front of them. Mentions of artificial intelligence (AI) in retailers’ earnings calls soared last year—which was no surprise, given that gen AI is poised to unlock between $240 billion to $390 billion in economic value for retailers, equivalent to a margin increase across the industry of 1.2 to 1.9 percentage points. This, combined with the value of nongenerative