The generative artificial intelligence has arrived overwhelmingly arousing curiosity, generating doubts, and, in many cases, provoking fears. For those working with retail and e-commerce, the challenge is even greater: how to incorporate technology into daily life without compromising creativity, strategy, or data security? The answer may lie precisely in understanding AI not as a threat, but as a powerful ally capable of optimizing operational tasks, speeding up processes, and supporting smarter decisions.
Next, five practical ways to use this technology in e-commerce efficiently and fearlessly, valuing its best aspects without losing sight of the human perspective that drives businesses.
1 – Using AI as a “super intern,” not as an enemy
AI does not need to be seen as a threat. On the contrary, we have to imagine it as a “super intern” — one who works quickly, with plenty of energy, and is always available.
She can automate operational tasks, organize information, create drafts of campaigns, suggest product descriptions, generate insights based on trends, all in a few seconds. With this, it is possible to save time to focus on what really matters: strategic thinking, data-driven decisions, and investing more in creativity.
2 – Testing is part of the adoption curve
No one is born knowing how to use artificial intelligence and it is not necessary to master everything to start. It is possible to experiment with tools in daily life, even if still hesitant or discreetly, as many professionals and leaders already do. The most important thing is to take the first steps: test a prompt, generate an idea, ask for a suggestion. If it works, excellent. If not, it serves as a learning experience for the next attempt. Like other transformative technologies, such as social networks or email automation, AI also requires a period of adaptation. At the beginning, curiosity and humility count more than perfection.
3 – Validating everything is indispensable
AI is great for speed, but it doesn’t replace critical thinking. It can generate texts, campaign ideas, copy suggestions, and even layout variations. However, the ultimate responsibility for final delivery remains human. This means that it is necessary to always review, adjust, validate. Experience, knowledge of the audience, brand, and sales channel continue to be essential. Artificial intelligence provides a starting point, but quality and true relevance emerge only when critical analysis and human touch come into play.
4 – Enhancing campaigns: data + AI = intelligent segmentation
The combination of business data and artificial intelligence can boost digital marketing campaigns. Based on purchase profiles, browsing behavior, and feedback, AI generates segmentation suggestions, ad ideas, text variations, and even behavior predictions. In retail, this proves particularly useful in Retail Media strategies, with ads displayed within the sales platforms, such as marketplaces. The technology allows identifying real-time performance bottlenecks, testing personalized approaches for specific niches, and adjusting campaigns more swiftly. The more quality information provided to AI, the better the results delivered.
5 – Creativity doesn’t die with AI — it multiplies
AI does not replace creative vision but expands possibilities. It allows testing new approaches more agilely, generating variations of content for different audiences, and visualizing ideas that might not arise spontaneously. It’s also possible to translate abstract concepts into images, sketches, or prototypes with few commands. The key is knowing what to ask for and how to interpret what is generated, something that requires repertoire, clarity of objectives, and human sensitivity, qualities that no technology, no matter how advanced, can fully replicate.
