DFI Directs over Half Its AI Efforts to Merchandising Across 7,600 Stores
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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.
Building the AI Control Tower
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.
“We are also taking a hybrid approach to large language models (LLMs), assessing Chinese and Western models according to the requirements of each application,”
Fixing the Master Data Floor
DFI’s AI strategy spans four areas, covering merchandising, customers, and storefront store support centres. On the customer side, the group is exploring how the technology can improve product discovery and shopping journeys across digital channels.
The group is piloting large language models to generate product descriptions by drawing on enterprise resource planning (ERP) data and predefined market best practices. With millions of stock-keeping units across its banners, commercial and master data teams validate the AI-generated descriptions rather than writing them manually, improving searchability and catalogue discovery.
The Enterprise Automation Race
Beyond current workflow pilots, Casneuf indicated that DFI is monitoring longer-term shifts in consumer interaction and autonomous ordering technologies. “Agentic shopping remains at an early stage, but DFI has a clear strategy for how customers could eventually use AI agents to shop through its own platforms,” he said.
The disciplined deployment model reflects a broader shift among regional mass merchants seeking to extract verifiable financial returns from machine learning rather than maintaining speculative laboratory tests. By grounding deployment in core data restructuring and strict executive oversight, DFI is positioning automated forecasting and automated catalogue administration at the center of its regional operations.
Early Replenishment Results
DFI began restructuring data processes a year ago and is now starting to see the first wave of benefits. As the company continues to advance, it expects to unlock even greater value and impact across its 12 regional markets.
RetailNews Asia will track whether DFI’s agentic shopping pilots move from internal tests into live customer applications during upcoming fiscal periods.