A study released by the National Retail Federation (NRF) predicts that, in 2025, more than 60% of digital sales will be influenced by artificial intelligence (AI) agents. This means that chatbots, virtual assistants, recommendation systems and predictive algorithms will play a fundamental role in consumers' purchasing decisions, redefining the digital retail experience
These innovations streamline the purchasing process, increasing conversion rates and improving the consumer experience. According to Paulo Camargo, executive director of iTalents – technology development startup focused on retail – the use of AI in e-commerce is already a reality
"Personalization of the shopping experience has always been a goal" — and also a challenge — in online retail. With the advancement of AI, new ways to customize this journey have emerged. Intelligent systems are now connecting to e-commerce platforms to analyze browsing patterns, purchase history and preferences, offering highly personalized suggestions through conversational interactions, what raises conversion rates, explain
Artificial intelligence is not only revolutionizing the end consumer experience (B2C), but it is also reshaping the B2B market and marketplaces. Companies operating in this segment already use AI solutions to analyze data, forecast demand and optimize inventory. Negotiations become faster and more accurate, minimizing errors, reducing waste and optimizing operational efficiency
Another fundamental aspect of AI in B2B is the automation of repetitive processes, how contract analysis, customer service and debt management. Chatbots and specialized virtual assistants are already used to answer technical questions, streamline budgets and facilitate complex negotiations. This allows professionals to focus on tactical and strategic activities, while technology optimizes operational tasks, points to Paulo
The balance between digital personalization and humanization of service will be a determining factor in maintaining customer loyalty. Furthermore, issues related to privacy and data security remain a central concern in the sector, demanding regulations and best practices in the implementation of these technologies
While online sales are growing, both in marketplaces and in their own online stores, there is a decline in physical retail. According to the Stone Retail Index (IVS), digital commerce showed an annual growth of 7,7%, while the physicist had an annual drop of 2,1%. This movement is already evident in sectors like fashion, electronics and even supermarkets, where the digital experience is gradually replacing the traditional model
Despite this scenario, physical retail will not completely disappear. However, he will need to reinvent himself to keep up with the new consumer behavior. Hybrid models, how the omnichannel – in which physical stores serve as pickup points, experience centers or logistics hubs –, they can be the key to the survival of brands, especially for retail store franchise systems that also sell online
AI must advance even further in digital retail, with shopping assistants and hyper-personalized recommendations enhancing the consumer experience. In the beverage sector, for example, preferences, budget and purpose already influence the choice of product and channel. The future of retail depends on companies adapting to an increasingly technology and AI-driven landscape, that enhance personalization and convenience, the director of iTalents concludes
