How Pandora Thinks About AI, Emotion, and the Future of Jewelry Retail

World Retail Congress 2026 in Berlin kicked off with a conversation that perfectly captured where retail is heading next.

Not fully digital.
Not fully physical.

Something much more connected than that.

I connected with David Boynton, Managing Director of Northern Europe at Pandora, and what stood out immediately was how thoughtfully he views the balance between technology and human connection.

Because while AI dominated nearly every discussion at World Retail Congress this year, David kept returning to one core idea:

Retail is still emotional.

And that changes everything.

Why Stores Still Matter

Pandora operates in one of the most emotionally driven categories in retail.

People are not simply buying jewelry. They are buying memories, milestones, relationships, and identity.

That gives stores a very different role.

David described Pandora almost like the “Apple of jewelry,” a brand built around an ecosystem customers continue engaging with over time. Even with ecommerce now representing more than 30% of sales across his region, physical stores remain one of the company’s strongest growth drivers.

Not just for transactions.

For storytelling.

That perspective feels increasingly important right now because many retailers still frame physical retail and digital retail as competing priorities.

Pandora does not seem to think that way.

The stores recruit customers.
Digital keeps them connected.
The ecosystem strengthens long-term loyalty.

That is a much more modern view of omnichannel retail.

The Human Moments Technology Cannot Replace

The most powerful part of the conversation came through a story David shared from a Pandora store in Düsseldorf.

Two grandparents visited the store with their granddaughter to create a custom engraved charm.

Using an iPad, both grandparents wrote handwritten messages that were engraved directly onto the jewelry piece in real time.

The granddaughter left with something she could keep forever.

Not simply jewelry.

Their handwriting.
Their words.
Their memory.

David admitted he became emotional watching the interaction unfold in the store.

And honestly, it perfectly illustrated the retail tension everyone is trying to navigate right now.

AI can improve efficiency.
AI can improve recommendations.
AI can improve personalization.

But there are still moments where physical presence and human interaction create something technology cannot fully replicate.

That distinction matters.

The future of retail is not deciding between physical and digital.

It is understanding which experiences belong where.

AI Is Quietly Reshaping Product Discovery

One of the most fascinating insights from the conversation came when David described how AI had already changed his own shopping behavior.

After moving to Hamburg and getting tired of biking through constant rain, he asked ChatGPT for recommendations on the best rain jacket for commuting.

Instead of using traditional search, AI recommended Arc’teryx, a brand he had never previously purchased from.

That recommendation alone changed the entire shopping journey.

But what happened next is what really stood out.

The AI drove discovery.
The store completed the experience.

David visited the store, interacted with an associate, learned about different product options, and ultimately made the purchase feeling significantly more confident in his decision.

That feels like a very important signal for retail.

Because if AI increasingly becomes the first layer of product discovery, retailers may need to rethink everything from search strategy to merchandising to customer acquisition.

The discovery funnel is changing faster than many companies realize.

AI Works Best Alongside Human Expertise

David also framed AI in a way I thought was especially smart.

There is the efficiency side of AI.
And then there is the revenue-driving side.

Most retailers are already deploying AI operationally:

Scheduling
Hiring
Workflow management
Administrative productivity

That part is becoming standard.

The more interesting opportunity sits in how AI improves confidence, personalization, and customer discovery while still preserving the human expertise that helps close the experience.

That combination may ultimately become the real competitive advantage.

Not replacing associates.

Elevating the role they play.

Growth Still Comes Back to the Basics

Even in digitally advanced Northern European markets, Pandora still sees major opportunity through physical retail expansion.

David talked about opening additional stores in affluent cities, strengthening omnichannel engagement, and expanding through marketplaces and wholesale partnerships.

But underneath all of it was a simple retail truth:

Strong brands still matter.

Especially during uncertain economic periods.

David acknowledged that some consumers are trading down from luxury brands while still wanting emotional purchases that feel meaningful and elevated.

That creates opportunity for brands positioned correctly in the market.