Customers now arrive at stores with product knowledge gained from AI tools. Associates must confirm or build on that research during in-store interactions. Retailers are rolling out AI chatbots and app integrations for shoppers. Most retail transactions still occur in physical stores with associate involvement. Associates need deeper product knowledge to match AI-informed customers. AI can help associates cover departments outside their usual roles. Poor AI accuracy in stores risks associates abandoning the tools. Training remains critical for associates to serve AI-educated shoppers quickly. Retailers must adapt associate roles as customer expectations shift.