While tech titans like Google and OpenAI are betting big on AI agents to revolutionise shopping, former Apple retail boss Ron Johnson is sticking to physical stores. Johnson argues that AI won’t change our shopping habits, citing the personal nature of big-ticket purchases as a key reason. He believes that AI will inform, not decide, our choices before we head to the store.

Johnson’s view is rooted in his experience at Apple, where he built a retail network that focused not just on sales, but on customer experience. Apple stores were designed as more than just places to buy products—they were hubs for hands-on learning and support. This focus on human interaction, he argues, is irreplaceable.

His latest venture, after leaving Apple, was less successful. Johnson took over J.C. Penney with ambitious plans but was ousted after sales plummeted. He now attributes his failure to bringing too many changes too quickly. Despite this, he remains a believer in AI, seeing it as a tool to enhance, not replace, human judgement.

In his new book, Johnson recounts his time at Apple, highlighting the importance of customer interaction and the pitfalls of attempting a wholesale transformation. He concludes that while AI will play a role, it won’t define the future of retail. For big purchases, the human touch will always be preferred.