In this candid conversation, Valtech’s Matthew Hildon sits down with Daniel Bobroff — retail futurist, founder of Coded Futures and former innovation lead at ASOS — to unpack the trends shaping tomorrow’s commerce. They talk everything from AI that takes action (not just answers questions), to platform business models, to the rise of gamified and cross-channel shopping experiences.
Drawing on decades of experience across retail, marketplaces and tech, Daniel offers a sharp, practical perspective on how brands can move faster, think smarter and create customer experiences that actually matter.
Highlights from the conversation:
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Why AI’s next leap is about action, not just insight
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How platform thinking is reshaping the rules of retail
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What loyalty looks like in an age of fickle shoppers
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Why physical and digital experiences aren’t separate anymore
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How gamification drives engagement and real value
Whether you lead strategy, experience or innovation, this is a forward-looking, honest conversation that will help you rethink what’s possible.
Q&A with Daniel Bobroff, founder of Coded Futures
Matt Hildon: Daniel, thanks for joining us. For those who don’t know you, can you give a quick intro?
Daniel Bobroff: I’m the founder of Coded Futures, an independent creative consultancy focused on the future of retail. I’m also a keynote speaker and was previously the innovation lead at ASOS.
Let’s start with the two letters on everyone’s mind: AI. How do you see retailers making the most of it?
Daniel: That’s the billion-dollar question. Most people know AI through tools like ChatGPT, but we’re moving into the next phase, agentic AI. These systems don’t just answer questions, they take action. That changes everything.
Retailers can use AI to analyze data, but also to handle repetitive tasks. That frees people up to focus on high-value work like improving the customer experience.
Retailers are facing rising operating costs. Can AI help bring them down?
Daniel: Absolutely. Just look at Next. They recently announced a £1 billion profit, driven in part by serious investment in AI. They’re using it across their supply chain, forecasting and pricing.
But what’s smart is how they’re using it. Not to cut jobs, but to lift the heavy load so employees can spend more time on high-value tasks.
Next has also evolved into a marketplace. Is that where retail is going?
Yes. Platform models are here to stay. ASOS had one, and while they’ve pulled back, Next is going all in, even offering their tech to other brands.
Platforms don’t just offer scale and convenience. They generate data that can train the next generation of AI. The platforms with the most context will have a real advantage.
What other trends do you see coming in 2025?
Three big ones:
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Personalization. Using customer data to deliver more relevant, timely experiences.
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The blending of physical and digital retail. RFID tech is a great example. It lets stores do frequent stock checks, improve CX and even verify product provenance.
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Experiential shopping. Whether it’s in-store or online, customers want experiences, not just transactions.
You’ve long been an advocate of gamification. What role does it play in retail today?
It’s misunderstood. It’s not about building a game. It’s about using game mechanics to influence behavior. Take eBay’s countdown timer. It creates urgency. Shein builds addiction into their app experience with gamified elements.
Retailers can apply these techniques to create engaging, shoppable moments.
We’re seeing more digital-physical crossovers. Buy something in real life, unlock a digital experience. Is that a growing trend?
No doubt. Young people already buy skins and outfits for their digital selves. Why not connect physical purchases to digital benefits?
Nike’s doing this. Buy trainers, and they show up in your running app. That kind of integration is just getting started.
Let’s talk about loyalty. Is “knowing your customer” still the most important thing?
It’s critical, but the context has changed. Customers are more fickle. They expect more, explore more and aren’t guaranteed to stay loyal.
Retailers have to earn loyalty every day. Knowing your customer helps, but so does delivering value, speed and meaningful experience.
Who’s getting loyalty right?
Shein stands out. They’ve used AI and platform thinking to spot trends and move fast. Their “test and reorder” model is incredibly agile, letting them release new items at a pace traditional retailers can’t match.
Are newer, more agile brands better positioned to leverage AI than legacy retailers?
They may move faster, but legacy brands have muscle — data, infrastructure, partnerships. The key is adopting a test-and-learn mindset.
Retailers used to be cautious. COVID forced them to pause innovation. But now’s the time to get back on the front foot.
How can big retailers stay nimble?
Culture matters. At ASOS, I was older than most of the team, but the energy and hunger for change were real. Gen Z and Gen Alpha are even more change-driven.
Leaders need to harness that. Encourage experimentation and build organizations that can pivot quickly.
OK, last one. Omnichannel is everywhere. What does it actually mean to you?
It means customers should be able to move across channels without friction. Social shopping, mobile, in-store — it’s all connected now.
No one’s fully nailed it yet. Some still can’t track store stock. But the goal is a seamless, consistent experience at every touchpoint.
The Unlock: Key takeaways for retailers
1. AI is moving from insight to action
The next wave of AI isn’t just about analysis, it’s about automation. Retailers should look at how AI can handle repetitive tasks, enhance forecasting and support decision-making across the value chain.
2. Platform thinking builds resilience
Marketplaces and platform models aren’t just about scale. They generate data, enable flexibility and create new revenue streams. Explore how your business model could evolve in that direction.
3. Loyalty is no longer guaranteed
Today’s shoppers are curious and quick to switch. Earning loyalty requires consistent value, speed, personalization and a compelling experience across every channel.
4. Blended experiences are the new standard
The line between physical and digital retail is gone. RFID, mobile apps and connected ecosystems (like Nike’s) show what’s possible when you bridge the gap.
5. Gamification is strategy
Game mechanics can drive behavior and deepen engagement. Countdown timers, badges and interactive content can create “stickiness” and encourage repeat visits.
6. Retailers need a test-and-learn culture
The most successful businesses will be the ones that experiment, iterate and learn quickly. Innovation doesn't have to be perfect, but intentional and persistent.
Ready to shape the future of retail?
Connect with Matt Hildon to explore how your brand can harness AI, platform models and experience design to stay ahead.
