More is less. What does this mean for retail?

In retail environments with high assortment and heavy information, this means detailed product comparisons become less influential. Shoppers are not carefully weighing every specification. They are scanning for cues that help them reduce effort. Emotional signals, clear hierarchy and perceived simplicity become more powerful than dense rational messaging.

This is where agentic AI has real potential. Many consumers are not looking for more recommendations. They are looking for help reducing complexity. Agentic AI systems can act on behalf of the shopper by narrowing options intelligently and filtering out what is not relevant. Instead of adding to the noise, they can remove it.

In categories with hundreds or thousands of variations, this kind of intelligent filtering can protect value. By reducing cognitive load, attention becomes more focused. When the choice set is clearer, premium products are easier to justify. Emotional storytelling becomes more effective because it is not competing with an overwhelming number of alternatives.

For retailers and brands, the implication is straightforward. Assortment is not just a commercial decision, but a cognitive one. Expanding range without considering how people process information can reduce perceived value. Designing systems that help shoppers navigate complexity, whether through physical layout, storytelling or intelligent AI tools, can restore clarity and confidence.

More choice does not automatically create better outcomes. Without structure, it can dilute value. The opportunity now lies in designing retail environments that respect human limits and make complexity feel manageable. In doing so, more can start to mean more again.