DIGITAL TWINS, AI, AND AUTOMATION IN RETAIL

Nicoleta PRESURĂ (ADOCHIȚEI), Teodora-Daniela CHICIOREANU, Petrișor-Laurențiu ȚUCĂ, Roland Iosif MORARU, Daniel Onuț BADEA

Abstract


The integration of advanced digital technologies such as Artificial Intelligence (AI), Digital Twins, and Automation is reshaping the retail sector, introducing new occupational health and safety (OHS) challenges. This study adopts a mixed-methods approach to explore the physical, psychosocial, and systemic risks associated with digital transformation in retail environments. A systematic literature review was conducted to identify key risk categories and mitigation strategies, complemented by a quantitative survey of Romanian retail employees. The findings reveal a strong alignment between theoretical models and field-level perceptions, highlighting increased task intensity, cognitive strain, and organizational disruption. The study proposes an integrated risk typology and emphasizes the need for holistic prevention strategies that address both technical and human factors. These insights contribute to the development of informed policies and adaptive frameworks for safeguarding worker well-being in digitized retail settings.

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