On 4 June 2025, UNI Europa hosted the final conference of the two-year project MMAI “Monitoring and Managing the Use of AI in retail. How to secure good working conditions by negotiating the algorithm”.
Launched in July 2023, the project brought together trade unionists, researchers, policymakers and experts to explore how artificial intelligence is transforming the retail sector and what this means for workers.
AI is already changing the way work is organised, from algorithmic management to predictive scheduling and automated decision-making. These technologies can significantly affect working conditions and reshape the balance of power in the workplace. That’s why AI must become a central topic in union negotiations and workplace agreements.
At its core, MMAI sought to empower trade unions, worker representatives and occupational health and safety representatives to better respond to the growing use of AI in commerce.
The final aim was to ensure a digital transformation than does enhances workers’ rights, job quality and social dialogue rather than undermining them.
Along with this, the project aimed to:
- Support unions in responding to the increased use of AI in retail and its sub-sectors,
- Raise awareness and knowledge among workers,
- Provide tools and training to deal with AI in the workplace,
- Strengthen unions’ capacity to engage in collective bargaining and social dialogue.
Key Activities included:
- In-depth research and consultation,
- Workshops to share trade union strategies and good practices,
- A practical handbook on AI and labour,
- Training sessions for trade union and worker representatives,
- A high-level final conference to conclude the initiative.
The final conference gathered participants from across Europe to reflect on key findings and map out the road ahead. The event concluded with a session dedicated to trade union solutions, highlighting practical approaches and strategies to address the challenges posed by AI in the workplace.
Looking Forward
AI is not just a technological issue — it is a workplace issue. As algorithms increasingly shape decisions once made by humans, trade unions must be equipped to negotiate how AI is used, how decisions are made, and how accountability is ensured. The MMAI project reinforces that with the right tools, knowledge, and solidarity, unions can help shape a fair digital future for retail workers across Europe.
The “MMAI – Monitoring and Managing the Use of AI in retail. How to secure good working conditions by negotiating the algorithm” project is supported by the European Commission.