Consumption habits are constantly changing, accelerated by technological advancement. In this context, retail also gained new tools to keep up with the pace, tracking digital footprints — cliques, likes and abandoned carts — that reveal desires, expectations and frustrations.
In this maze of data, retail has artificial intelligence (AI) as the key to deciphering behaviors, anticipate trends and offer tailored experiences. But are brands really taking advantage of this potential or just automating processes without purpose
Based on a context in which the presence of e-commerce is increasingly strengthening in Brazil, where, according to the studyCX Trends 2025, 77% of consumers shopped online and offline in the last 12 months, it is more than time to delve into and understand how AI can actually help retail understand the interests and demands of the modern consumer. It is not enough just to collect data; it is necessary to translate them into personalized experiences and predictive actions. The AI, especially with the advances in your generative niche, offers the way to this — since it was implemented with a customer-centered design and clear objectives
A clear example is customer service. According to the Freshworks Report, four in ten professionals in the field consider AI bots essential for resolving conflicts and reversing negative experiences. Even so, there is an important alert: 80% of Brazilians believe that the service has become cold and impersonal, according to theGlobal Trends. This data exposes a critical flaw, in which the use of the resource was much more focused on automation, but without the strategic concern of change.
AI as a strategic tool
The same scenario can be seen when we evaluate the issue of personalizing purchasing decisions. According to theCX Trends 2025, 6 out of 10 Brazilians are directly influenced by personalized experiences. Even so, only 29% say they are fully satisfied with the recommendations they receive. What explains this mismatch? Many brands still treat AI as an operational tool, non-strategic. The result is a superficial personalization, unable to reflect the real tastes of the consumer
Another crucial point is the relationship between data, trust and perceived value. The modern consumer does not reject data collection — he rejects the lack of purpose. The same studies indicate that there is a willingness to share information, as long as there are clear benefits and transparency in the use of this information. It is precisely there that AI needs to be applied strategically, aiming to create meaningful and relevant experiences, and not just push generic products
So that AI can reach its true potential, retail needs to go beyond mere mechanical automation and adopt clear principles so that technology represents a complement to established habits, add real value in data exchange and, above all, balance innovation with a human touch.
The market is facing an inevitable scenario, where the use of AI is already essential. However, adopting just for the sake of it is far from being enough. As much as AI allows for a series of innovations and possibilities, how the much-dreamed personalization and automation of service, it will be the strategy behind these interactions that defines your success. Therefore, the provocation that remains is: is retail ready to decipher the modern consumer or will it continue to be deciphered by them
