Montreal-based retail strategist and industry thought leader Carl Boutet has released his latest book, Blind Spot, which examines the technological and operational disruptions shaping the future of commerce. In an in-depth interview, Boutet discussed the genesis of the book, the critical blind spots retailers must address, and the evolving role of artificial intelligence (AI) in the industry.

Boutet’s journey to writing Blind Spot began in December 2022 while he was teaching a digital marketing course for MBA students in Hanoi, Vietnam. It was during this time that he first encountered ChatGPT, an AI tool that would later redefine content generation and digital interactions.

“I was reading an article that said, ‘Could this be the Google killer?’” Boutet recalled. “I was teaching digital marketing at the time, so I had to ask—what could possibly kill Google? Then I saw it was OpenAI’s ChatGPT, and I was intrigued.”

One of his students, a chief information officer for a large medical company in Vietnam, used ChatGPT during a class break and was impressed with its ability to generate a coherent, well-structured memo in Vietnamese.

“That was my blind spot moment,” Boutet said. “I had been following AI, but I still didn’t see this leap coming. It made me realize how easily we can be caught off guard, especially in retail.”

The Biggest Blind Spot in Retail

Boutet believes that retailers, in their pursuit of operational excellence, risk becoming too myopic, failing to anticipate emerging trends and technological shifts. He likens this to companies developing “blinders” by focusing too much on short-term efficiency.

“During the pandemic, retailers experimented with everything—Metaverse, digital transformation, you name it. Now, they’re back to basics, trying to optimize operations. But by being too focused, they risk missing the next disruption,” he explained.

One of the biggest technological blind spots is the thickening digital layer surrounding retail. “We’re seeing an evolution where digital and physical retail are no longer separate but intertwined,” said Boutet. “Companies like Meta and Apple are investing in spatial computing, augmented reality, and wearable technology to create immersive, contextual shopping experiences.”

The Risk of Over-Reliance on AI

While AI offers significant advantages in automation and personalization, Boutet warns that retailers must strike a balance between efficiency and human interaction.

“AI should be used to augment human capabilities, not replace them,” he emphasized. “If everyone leans too heavily on AI, we end up in a ‘sea of sameness’ where everything feels generic and undifferentiated.”

Boutet also noted that retailers panicked when OpenAI experienced a brief outage. “Some businesses had become so dependent on it that they felt like they couldn’t function,” he said. “That’s a warning sign. We still need critical thinking, creativity, and human oversight.”

Addressing Algorithmic Bias

With AI-driven personalization becoming the norm, Boutet highlighted the importance of addressing algorithmic bias, which can create unintended discrimination in customer interactions.

“Bias is embedded in data, and retailers must be aware of how it influences AI-driven recommendations,” he said. “One way to counteract this is through rigorous A/B testing and ethical oversight.”

Boutet pointed out that consumer privacy remains a pressing concern. “Retailers need to strike a balance between personalization and the ‘creepiness factor.’ If a customer feels like you know too much about them, you’ve crossed a line.”

The Future of Multichannel Shopping

For retailers aiming to create seamless omnichannel experiences, Boutet advised considering the shifting mindsets of consumers as they move between digital and physical spaces.

“A customer might browse shoes online but expect a different experience in-store,” he said. “Retailers should avoid making assumptions and instead focus on offering flexible, adaptable shopping journeys.”

AI’s Impact on Supply Chain and Last-Mile Delivery

Boutet sees AI revolutionizing logistics, with advancements in predictive analytics and automation.

“In supply chain management, AI helps retailers anticipate the unforeseeable—whether that’s weather disruptions, geopolitical events, or demand fluctuations,” he explained. “Maxime Cohen, my colleague specializing in demand prediction, has shown how data-driven models optimize everything from inventory management to pricing strategies.”

Boutet remains intrigued by the potential of autonomous delivery, whether through drones or ground vehicles. 

“Companies like Amazon have been promising drone deliveries for years, but we’re not there yet,” he said. “The technology is advancing, and AI-powered logistics will play a massive role in shaping last-mile delivery.”

The Role of Blockchain in Retail

Although blockchain technology was initially lumped into the Metaverse hype, Boutet believes it still holds significant potential for supply chain transparency.

“Retailers are under increasing pressure to demonstrate sustainability and traceability,” he noted. “Blockchain’s distributed ledger system can help authenticate product origins, ensuring ethical sourcing.”

Ethical AI and Governance in Retail

Boutet emphasized the need for retailers to embed ethical AI governance into their strategies from the outset.

“There’s a temptation to push boundaries simply because the technology allows it,” he said. “But retailers must ask, ‘Just because we can do this, should we?’ Implementing strong governance frameworks early on will prevent future reputational damage.”

He also linked ethical AI use to brand differentiation. “Retailers with a clear purpose and ethical approach will stand out in an increasingly homogenized market,” he explained.

The Rise of Immersive Commerce

Boutet predicts that immersive commerce—where digital layers enhance physical shopping experiences—will become a key driver of engagement.

“This goes beyond augmented reality or digital signage,” he said. “We’re talking about multi-sensory experiences, from audio cues to haptic feedback. The real bottleneck isn’t the software—it’s the hardware. Consumers won’t adopt immersive commerce en masse until wearable tech becomes seamless and comfortable.”

Preparing for the Future

As retail continues evolving at an unprecedented pace, Boutet hopes Blind Spot will serve as a guide to help industry leaders stay ahead of disruptions.

“During the pandemic, governments cushioned the blow for retailers,” he noted. “If another crisis—whether climate, geopolitical, or technological—hits, we won’t get the same pass. Retailers need to be proactive, adaptable, and ready for the next disruption.”

He closed with a crucial takeaway: “Technology is just one piece of the puzzle. Retail success ultimately comes down to culture and how organizations foster innovation.”

With Blind Spot, Boutet challenges retailers to recognize unseen risks and embrace the future of commerce with both curiosity and caution.

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