DFI Retail Group is directing more than half of its artificial intelligence work towards business transformation, reinvention and innovation, prioritising merchandising across its network of over 7,600 stores in 12 Asian markets. Speaking at the Retail Asia Summit 2026 in Hong Kong, Stijn Casneuf, data & AI automation director, warned that retailers spreading investments across too many simultaneous use cases risk missing measurable returns.

“Retailers need to focus on initiatives that deliver tangible value rather than adopt AI simply because it is gaining traction,” Casneuf said. Merchandising receives the largest share of attention because improvements directly influence both revenue and profitability, with remaining resources directed to internal productivity gains.

DFI launched AI supply chain forecasting around one-and-a-half years ago, blending internal enterprise data with weather metrics and holiday calendars to lift prediction accuracy. Having begun restructuring fragmented data systems a year ago to enable effective scaling, the pan-Asian operator is now recording its first wave of operational benefits.

To coordinate the roll-out, DFI established an internal AI Control Tower comprising representatives from people and culture, technology and cyber security, finance, corporate communications, legal, and AI. The team assesses proposed initiatives against business priorities, shareholder value, customer trust, and team member impact before evaluating technical fit, security, and legal requirements.

The Control Tower reports directly to the Management Committee, with updates also provided to the board. Casneuf said this structure helps the company concentrate resources on a prioritised set of high-value projects. “We are also taking a hybrid approach to large language models (LLMs), assessing Chinese and Western models according to the requirements of each application,” he added.

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