By Connie Sommer Generative AI. Conscious and social-driven commerce. The blurring lines between physical and digital shopping. The retail landscape is in the midst of profound shifts as tech drives—and customers increasingly demand—a level of customization unattainable even a few years ago. How are businesses evolving to stay relevant? Personalization is key across touchpoints, says Manish Jain, global sales head for consumer goods and retail industries at J.P. Morgan Payments.