Today’s business models are changing at a rapid pace. The reasons for this can be seen in the greater demands and information awareness of today's customers, but also in the accelerated progress of various technologies. The application of systems based on artificial intelligence is represented by such technologies. Artificial intelligence is present in many segments of today's business and significantly helps, but also independently manages a large part of business processes. The aim of this paper is to define the concepts of today's form of retail business, management of such business and the strategies used. Furthermore, the goal also is to define the concept of artificial intelligence and its application in business with an emphasis on retail business, which means defining the applied intelligent systems, their development and impact on changes in consumer habits. The purpose is to gain insight into the application of artificial intelligence in retail business and its impact on the strategic determination of business entities in the sector. The application of artificial intelligence in the retail business will be demonstrated through the processing of the Amazon case study through the concept of Amazon Go, a physical retail store operated by intelligent information systems without the presence of classic cash collection and human interaction. Data from the scientific and professional literature covering the functioning and application of the Amazon Go concept will be used to process the case study. The aim of such case study is to show a new trend present in retail stores and its potential impact on the entire industry. The presence of significant changes in today's concepts and business models of retail stores in recent years has been absent. The conclusions of the case study analysis indicate that the application of artificial intelligence represents the future of the retail business. The purpose of such a new concept is manifested in the desire to improve and simplify the purchasing process and increase the satisfaction of today's customers.