Is AI an opportunity or a risk for mobility and independent living retailers?

On 22 April 2026, industry professionals gathered in Northampton for the BHTA Retailers’ Day, a focused event for mobility and assistive technology retailers.

Titled ‘AI in Mobility and Independent Living Retail – Practical Tools Without Losing the Human Touch’, and led by Clare Bailey from The Retail Champion, the panel brought together:

• David Stockdale, Chief Executive of the BHTA
• Alastair Gibbs from TPG DisableAids
• Martyn Sibley from Purple Goat
• Steve Sydee from Smart Impact

The discussion centred on how AI can be used in practical ways without losing the trust, empathy, and personalised service that define the sector.

From fear to practical adoption

Retailers are moving from fear, to curiosity, to adoption. In many cases, AI is already being used informally. As David noted, bringing that usage into the open is often the first step towards using it effectively.

Panellists framed AI as an enabler. The focus was on starting small, testing low-risk tasks, and building confidence over time. This was described as a change management process, requiring internal buy-in and clear direction.

Clare Bailey encouraged a simple starting point: use AI to capture ideas, structure thoughts, or draft content. These small wins quickly demonstrate value.

Martyn Sibley added a lived-experience perspective, explaining how AI has helped him overcome dexterity challenges and improve productivity, highlighting its role as both a business and accessibility tool.

Where AI is already adding value

AI’s strongest impact is in improving efficiency, consistency, and quality by reducing routine admin work. Common uses include drafting content, summarising information, automating repetitive tasks, and supporting research and scheduling.

David explained that within the BHTA, this has freed up time to reinvest into member engagement and face-to-face activity.

Steve emphasised that success should be judged by outcomes: if customers experience faster, more relevant service, AI is working. If they notice the AI itself, something has gone wrong.

Preserving the human touch

Human interaction remains central in mobility and independent living retail. AI cannot replicate empathy, judgement, or relationship-building, and these remain key differentiators.

Instead, AI should support staff by handling routine work and enabling more meaningful customer interactions.

The panel also raised the risk of over-automation. If time saved is not reinvested, or if technology removes valuable human experiences, it can have negative consequences.

Alastair stressed the importance of understanding customer comfort levels. Some customers will embrace automation, while others may find it unsettling. Retailers must judge where technology adds value and where the human touch remains essential.

Enhancing the customer journey

AI can support the entire customer journey, from discovery to aftercare.

In marketing, the shift from traditional SEO to AI-driven search is significant. Retailers must consider how their content appears in tools like ChatGPT, not just Google. This increases the importance of high-quality, informative content that answers real customer questions.

Long-form, story-led content and strong brand identity were highlighted as key. As AI increasingly mediates recommendations, trusted brands are more likely to be surfaced.

Accuracy is also critical. AI outputs reflect the information available online, meaning retailers must ensure their content is consistent and up to date. Poor or generic AI-generated content can damage credibility, as customers can often recognise it.

AI also enables more personalised engagement. As Martyn noted: “I think the benefit with AI is we can understand what large swathes of consumers need and want and provide more bespoke service.” However, this should support conversations, not replace them.

In aftercare, AI is already being used to improve responsiveness. Alastair described how AI-driven triage systems can resolve many support queries, particularly outside working hours, allowing staff to focus on more complex cases.

The importance of education and strategy

Education is essential for effective adoption. Retailers were encouraged to set aside time to learn, experiment, and build internal knowledge.

Alastair highlighted support options such as local growth hubs, Innovate UK funding, and Knowledge Transfer Partnerships, which can help fund both technology and learning.

The panel also noted that AI is evolving rapidly, and different tools have different strengths. Retailers should focus on understanding where each tool adds value, rather than adopting technology for its own sake.

Risks and considerations

While the outlook was positive, several risks were highlighted:

• Poor implementation can damage trust and authenticity
• Automation raises questions around data and control
• Overuse can reduce service quality
• Not all customers are comfortable with advanced technology
• Failing to engage with AI risks falling behind

Practical starting points for retailers

For retailers starting out with AI, the advice was simple: begin with low-risk tasks, test and refine outputs, and expand gradually. Maintain oversight, focus on quality, and use AI to support – not replace – what people do best.

The overall sentiment of the panel was that when used thoughtfully, AI can free up time, improve service, and strengthen the human elements that matter most.

The author used AI to help prepare this article.