Article: Retail, Reinvented: how AI and digital are shaping the energy experience

By Kirstin Crothers

Energy retailers are at a pivotal moment. The sector is shifting rapidly under the combined forces of customer expectations, digital disruption, and the energy transition. Artificial intelligence (AI) and digital technologies are emerging as the defining tools that will determine which organisations can adapt and thrive in this new environment.

Conversations with leaders across the retail energy landscape reveal four key themes driving the reinvention of the customer and operational experience: personalisation, operational efficiency, product innovation, and enabling the energy transition.

Customer-centric personalisation

Retail energy is no longer a one-size-fits-all service. Customers expect tailored solutions and seamless interactions, and AI is the enabler. Retailers are moving beyond static billing and generic service models, using predictive and generative tools to anticipate needs and design personalised experiences.

Andrea Bernard, Executive General Manager, Retail, ENGIE Australia & New Zealand, explained how the company is investing in data-driven customer engagement: “In customer retention, we use a predictive AI and behavioural science tool to identify customers at high risk of churn. This allows us to proactively engage with those customers in meaningful ways to strengthen loyalty and reduce attrition.”

This approach underscores a growing emphasis on using data to predict customer behaviour and intervene before issues arise. Robert Lo Giudice, Energy Industry Expert, RLG Advisory, believes that this type of personalisation is essential: “Smart meter and CRM insights allow retailers to personalise offers and communications, while machine learning helps anticipate churn and strengthen loyalty.”

Meanwhile, SEC Victoria is advancing personalisation through conversational AI to support the energy transition:
“The evolution from chatbots to conversational AI tools marks a paradigm shift in customer service, offering unprecedented new capabilities in personalisation.” said Peter Jackowski, Head of Delivery - Consumer Energy Solutions, SEC Victoria.

For customers, this personalisation translates into a smoother, more responsive relationship with their retailer. For retailers, it creates stickier, longer-term customer connections in an increasingly competitive marketplace.

Operational efficiency and productivity

Alongside better customer experiences, digital technologies are transforming the efficiency of retailer operations. From call centres to billing, automation and AI are streamlining processes and enabling staff to focus on higher-value work.

Andrea Bernard highlighted ENGIE’s investment in generative AI to improve service efficiency: “We're also exploring the use of generative AI in our call centre operations to enhance agent performance and customer satisfaction. From preparing tailored customer history summaries before a call, to real-time prompts during conversations, and automated follow-ups after the call—AI is helping us deliver more personalised and efficient support.”

For Pacific Blue Australia, the pace of AI innovation is opening up new opportunities to reduce cost-to-serve while sharpening competitiveness. Todd Pemberton, General Manager Retail, captured the sense of urgency many leaders feel: “Every time I read the news another new AI breakthrough has happened. With rapid integration into our daily lives, how effectively we leverage it can be our competitive advantage.”

Pemberton pointed to practical benefits already being realised: “Chatbot capability improves customer support responsiveness and productivity while enhanced data segmentation enables us to identify and respond to emerging market trends better than ever.”

Automation is also unlocking efficiency by freeing human teams to focus on complex customer needs, while analytics help uncover patterns that can inform strategic decision-making.

Product innovation and new energy solutions

The retail energy experience is shifting from being transactional to becoming an ecosystem of innovative products and services. AI-driven platforms and analytics are enabling retailers to create offerings that reflect changing customer needs—whether that’s integrating electric vehicles (EVs), managing solar and storage, or participating in demand flexibility programs.

Robert Lo Giudice highlighted this transformation: “AI-driven insights enable innovative offerings such as EV bundles, solar + storage, and demand management solutions—shifting retail energy from a transactional service to a more personalised, customer-centric partnership.”

Amber Electric exemplifies what this innovation looks like in practice. The company has been designed as an AI-powered retailer from inception. Chris Thompson, Chief Executive Officer and Founder, explained how Amber’s platform is harnessing household energy assets: “Our SmartShift platform uses machine learning to forecast solar output, predict demand, and optimise household batteries and EVs against half-hourly wholesale prices. This is not just about cheaper bills - it is about turning millions of distributed assets into a flexible resource for the grid while giving households greater control.”

Similarly, ENGIE’s Virtual Power Plant demonstrates how retailers can connect customer assets to system-wide benefits. “Our Virtual Power Plant is powered by machine learning algorithms that manage fleets of consumer energy assets—like home solar, batteries, and hot water systems. This technology helps optimise grid conditions and reduce energy costs for customers, while supporting a more resilient and decentralised energy system.” said Andrea Bernard.

These examples show how AI is driving innovation beyond the retail bill, enabling new business models that align customer interests with grid and system stability.

Enabling the energy transition

Perhaps the most profound role AI and digital technologies play is in accelerating the shift to cleaner, decentralised energy. As households and businesses electrify and integrate distributed energy resources, digital tools are providing the intelligence to manage complexity while empowering consumers.

For SEC Victoria, digital apps and portals are central to helping customers electrify their homes: “Digital interfaces are now non-negotiable for consumers who demand seamless interactions with their energy providers. SEC is developing innovative new products and services, including a market-leading consumer user experience to power the SEC's one stop shop. The one stop shop will support households in making the switch to electric for their heating, hot water, and cooking.” said Peter Jackowski.

Nectr has built its model around this type of customer empowerment. Hayden Barry, Managing Director, described how digital tools help customers align with the energy transition: “Nectr began as a digital-first energy business, and continues to use digital technologies to give customers the power to review and manage their energy habits in real-time. We do this through online tracking tools, real-time energy usage insights via the app and flexibility in billing repayments.”

Barry also noted the role of analytics in guiding customers toward more sustainable energy solutions. “Advancements in AI and digital technologies across Nectr’s customer journey and operations help create a smarter and simpler energy experience.”

The energy transition is about both individual and system-level benefits. By giving customers visibility and control while integrating their assets into the grid, AI is helping deliver on both.

A reinvented future

Energy retailers are converging on a shared vision: an AI-enabled retail experience that is personal, efficient, innovative, and central to the energy transition. AI is no longer a theoretical possibility—it is already shaping retention strategies, streamlining operations, enabling new products, and accelerating electrification.

The challenge for retailers will be execution: ensuring that technology integration is seamless, that customer trust is maintained, and that AI truly delivers value for both households and the grid. The pace of AI development means retailers cannot afford to wait: competitive advantage will flow to those who adopt early, experiment boldly, and put customers at the centre of their digital strategies.

Want to learn more?

Join Andrea Bernard, Robert Lo Giudice, Todd Pemberton, Chris Thompson, Peter Jackowski, Hayden Barry and dozens of other industry thought-leaders at the Energy Retail Excellence 2025 conference.