Effie.ai is betting on closing the gap between testing AI and actually running it in retail

Effie.ai, a Chicago-based startup specializing in agentic AI tools for retail execution, has appointed Nataliia Freidrich as Strategy Advisor for its Chicago office. With over 15 years of experience in revenue growth management, commercial operations, and transformation at companies like Mondelēz International and AB InBev, Freidrich's appointment underscores the broader challenge faced by the industry: bridging the gap between testing AI and deploying it in real-world retail environments.

Deloitte's 2026 State of AI in the Enterprise report reveals that only 25% of organizations have successfully transitioned at least 40% of their AI pilots into production, with the majority stuck in the "proof-of-concept trap." In retail specifically, McKinsey estimates that merchandising leaders could potentially save up to 40% of their time by delegating manual tasks to AI agents, yet only 71% of professionals consider these tools to have had any significant impact on their business.

Effie.ai aims to address this gap by developing agents designed for execution, rather than mere analysis. These agents are intended to connect sales floor data with headquarters decisions, a task that has traditionally relied on manual reports and infrequent visits. Freidrich's expertise in commercial strategy, growth, and execution is crucial as she brings industry knowledge to the company's mission of moving AI from an analysis tool to an execution one.

One of Effie.ai's recent implementations involved Nestlé, where the company reported a 56% reduction in merchandisers' time per visit and a 55% decrease in supervisors' workload. Unlike traditional dashboards that merely show when a promotion isn't working or an item is misplaced, Effie.ai's agents identify problems, prioritize them, and provide clear instructions for corrective actions.

This shift from observation to action holds the potential to transform retail operations, freeing up teams to focus on higher-value decisions. However, the challenge remains: proving that these agents can function effectively in real-world, fragmented retail settings. Effie.ai's strategic move to appoint Freidrich signifies a shift towards bringing industry insights to the forefront of its technology, with the ultimate goal of turning promising AI pilots into fully operational retail solutions.