Digital transformation in retail is no longer a future promise, but another present reality. During the NRF Big Show 2025, one of the largest global events about the sector, it became clear that artificial intelligence (AI) is shaping the new consumer journey. Far from replacing human touch, AI emerges as a powerful tool to personalize shopping experiences and strengthen the relationship between brands and consumers.
The new journey of the consumer
The integration between the physical and digital worlds is consolidating as an irreversible trend. Currently, many shopping journeys start online, what reflects a significant change in consumer behavior. Large retail networks, like Walmart, IKEA and LEGO, they are investing in fluid experiences, that eliminate barriers between the digital and the physical. Solutions like "Scan and Go", that allows you to buy without queues, and social commerce, what drives sales on platforms like TikTok, they are clear examples of how convenience and digital engagement are crucial to winning over the modern consumer.
However, true transformation begins in the internal culture of companies. As John Furner, CEO of Walmart US, commented in his analysis, Walmart sees technology as a driver of its business model, but emphasizes that, behind this digital revolution, it is a commitment to people. Brands that invest in the experience of their employees and in their internal culture, creating a positive work environment, result in more efficient customer service and, finally, more satisfying. Companies that do not cultivate this internal connection run the risk of losing the trust of their consumers even before winning them over.
Social media also shapes new buying behaviors. If before they were just spaces for interaction, today they are powerful conversion channels. PacSun sold 500,000 pairs of jeans through live broadcasts on TikTok, while Havaianas sold out a launch in just 48 hours by engaging Generation Z in the digital environment. This trend reinforces the importance of brands investing in interactive experiences to engage younger audiences.
Technology at the service of experience.
The adoption of AI in retail goes beyond process automation: it changes the way consumers interact with brands. Sephora got it right by combining AI with human empathy. Your technology Color IQ recommend products accurately, but it is the consultants who make the client feel that they are receiving special treatment.
Meanwhile, implementing technological solutions requires more than just innovative tools. It requires a well-planned infrastructure and a well-defined digital strategy. A Starbucks, for example, had to revise its digital approach after facing operational difficulties. This challenge is also observed in Brazil. Technology should be a facilitator of the consumer experience, but its adoption requires strategic planning. It is necessary to ensure that innovation does not create friction along the buying journey. Companies that manage to integrate innovation with humanized service will be one step ahead.
Loyalty and engagement
In the current scenario, loyalty goes far beyond points programs. Companies that create communities and exclusive experiences are the ones that manage to establish stronger and more lasting relationships with consumers. A Lululemon, for example, promotes wellness events that strengthen the bond with your audience. Furthermore, brands like Target are exploring Retail Media, that converts consumption data into personalized advertising strategies. In the USA, this model generates US$55 billion a year, and its growth trend is visible globally.
In Brazil, the great challenge is to structure and monetize the data inventory, which opens up numerous opportunities for the sector. The secret lies in the balance between innovation and genuine connection with the consumer: the personalization of the experience goes beyond offering tailored products; it is about deeply understanding customer behavior and adding real value to their journey.
More than ever, technology is becoming an ally for success in retail. However, the brands that stand out are those that know how to balance technological innovation with humanization in customer service. The true transformation in retail does not happen only with the use of new digital tools, but also with the creation of an experience that combines efficiency and empathy.
By Oscar Basto Jr, B2B2C and Retail Director of Interplayers and Cassyano Correr, Marketing and Digital Strategy Director of Interplayers.
