Mobile operators are seeing increasing customer visit volumes in retail against the backdrop of rising OpEx and a shrinking ratio of employees to 1,000 customers. As they shift to a more sell-first, service less strategy in retail, they will need to leverage technologies like generative AI (GenAI) to mitigate the imbalance between customer demand and labor workforce capacity. George Weber-Kramer, MCE Head of Customer Success Canada and former 15-year Product Manager for a large tier-1 North American operator, explains how increasing digitization of customer journeys and data will be the key to making sales representatives in retail more efficient and enable use of GenAI in that setting.