Generative AI (GAI), exemplified by models like OpenAI's ChatGPT, is poised to transform the retail industry by enhancing customer experiences and driving innovation through applications in ecommerce search, customer support, omnichannel marketing, and supply chain predictive maintenance. The Elasticsearch Relevance Engine™ (ESRE) offers a flexible suite of tools that integrate machine learning with text search, allowing retailers to build AI-powered applications that address GAI's limitations related to privacy, scalability, and cost. ESRE enhances personalized search experiences, improves customer service by automating responses, aids fraud detection through predictive modeling, modernizes brick-and-mortar experiences by combining demographic data with real-time insights, and optimizes operations via predictive maintenance. This integration of GAI with Elastic's capabilities enables retailers to deliver more relevant search results, safeguard sensitive data, and maintain a competitive edge in a rapidly evolving market.