The Brazilian retail sector recorded, in 2024, its biggest growth in 12 years, with an increase of 4,7% in sales, according to IBGE. However, the outlook for 2025 indicates a slowdown in this area, what should motivate companies to seek innovative solutions to maintain competitiveness. In this scenario, a BRLink, Brazilian leader in cloud services, stands out by offering advanced technologies based on Artificial Intelligence (AI) and Machine Learning (ML) to enhance the consumer experience and optimize internal processes. With extensive expertise in data and generative AI, BRLink has supported the retail sector in the transition to the public cloud, helping companies solve business challenges and drive operational efficiency
The well-executed use of these tools can assist, for example, retailers transforming data into valuable insights. "The future of retail will be shaped by the ability to collect", process and interpret large volumes of information, says Guilherme Barreiro, director of BRLink.AI allows those in charge of these establishments to anticipate demands, customize consumer experiences and increase operational efficiency.”
Barreiro also comments on a study by the Capgemini Research Institute, which indicates that 46% of consumers are excited about generative AI in their online shopping and that 58% have already replaced traditional search engines with GenAI tools as a reference for product and service recommendations. Consumers desire personalization and agility. With AI, it is possible to offer tailored recommendations and optimize interactions, making each shopping experience more efficient, say him
To maximize the benefits of AI and ML in retail, Barreiro recommends four essential strategies
1.Define clear objectives. "Investing in AI should be aligned with business challenges", as demand forecasting, inventory management and offer customization
2.Structuring data intelligently. "The quality of the data is crucial for the success of AI initiatives". Fragmented or inconsistent data can compromise the effectiveness of algorithms
3.Adopt scalable solutions: "AI technologies should be implemented flexibly, allowing adjustments according to market evolution and consumer behavior
4.Guarantee security and privacy. "The intelligent use of data must be balanced with privacy protection strategies and compliance with regulations"
According to the executive, based on advanced algorithms, retailers can also optimize inventory, predict consumption trends and reduce waste. "During strategic dates", like Mother's Day and Black Friday, machine learning models allow for predicting demand and adjusting product distribution more accurately. With the analysis of historical data and behavior patterns, it is possible to optimize inventory management, minimize losses and ensure that the right products are available at the right time, explain
Finally, the director of BRLink emphasizes that, among the trends for 2025 are also the expansion of cashier-less stores and the use of inventory robots and autonomous vehicles for delivery. Furthermore, mobile and contactless payments are expected to grow 12,4% per year until 2034, according to IntelliPay. "The digital transformation of retail is irreversible". Companies that adopt AI are better prepared to meet increasingly demanding consumers, ensuring speed, security and convenience. BRLink's commitment is to assist them in positioning themselves strategically in an increasingly dynamic and data-driven market, complete
