Voyado is becoming the agentic OS for retail

Voyado, the European technology company built for retail, today announced that it is becoming the agentic OS for retail. The move reflects a shift in how retailers interact with technology, as AI assistants increasingly become part of everyday business operations and consumer shopping journeys.

For Voyado, becoming the agentic OS for retail means bringing connected data, retail intelligence and agentic reasoning together in one system. This will allow AI agents to draw on a shared understanding of the retail business to make informed decisions and take action across the customer journey.

A key step is Voyado's MCP (Model Context Protocol) connector, designed to open the technology and make data accessible through external AI tools such as ChatGPT and Claude. By enabling AI to work with context in Voyado, the company aims to help retailers move from navigating individual systems and manually extracting information to asking questions, analyzing performance and creating outputs directly in their AI environments.

The move comes as retailers face growing pressure to turn AI experimentation into measurable results. Research conducted by Retail Economics for Voyado, based on a survey of 300 marketing and ecommerce leaders across the UK, Scandinavia, DACH and Benelux, found that 95% are experimenting with AI, but only 5% report clear, scalable returns from their AI investments.

"Retailers don't have an AI tool problem. They have a context problem,” says Erica Sandelin Ekelund, CEO of Voyado. “AI is becoming part of how people shop and how businesses operate, but intelligence alone isn't enough. If AI doesn't understand your customers, your products and the reality of your business, it can only do so much. We're becoming the agentic OS for retail because we believe the next generation of retail technology needs to be built around that context."

Bringing retail context into AI-powered workflows

The Voyado MCP connector, currently in pilot with a select group of retailers, is an important enabler of this direction. It makes Voyado’s retail context available beyond its own interface, giving retailers more flexibility in how they access and work with information.

"For years, retailers have focused on choosing the best individual tools,” says Felix Kruth, CPO of Voyado. “AI is changing that conversation. The question is increasingly whether those tools and the data behind them can work together, and whether AI has access to the right context to deliver useful results. With MCP, we're taking an important step towards making the intelligence held in Voyado available wherever retailers choose to work."