The Brazilian retail sector recorded its highest growth in 12 years in 2024, with a 4.7% increase in sales, according to IBGE. However, the outlook for 2025 indicates a slowdown in this area, which should motivate companies to seek innovative solutions to maintain competitiveness. In this scenario, BRLink, the Brazilian leader in cloud services, stands out by offering advanced technologies based on Artificial Intelligence (AI) and Machine Learning (ML) to enhance consumer experience and optimize internal processes. With extensive expertise in data and generative AI, BRLink has been supporting the retail segment in transitioning 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 in 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 responsible for these establishments to anticipate demands, personalize consumer experiences, and increase operational efficiency.”
Barreiro also comments on a study from the Capgemini Research Institute, which points out that 46% of consumers are excited about generative AI in their online shopping, and 58% have already replaced traditional search engines with GenAI tools as a reference for product and service recommendations. “Consumers want personalization and agility. With AI, it is possible to offer tailor-made recommendations and optimize interactions, making each purchasing experience more efficient,” he says.
To maximize the benefits of AI and ML in retail, Barreiro recommends four essential strategies:
1. Set clear goals. “Investing in AI should be aligned with business challenges, such as demand forecasting, inventory management, and personalized offers”.
2. Structure data intelligently. “Data quality is crucial for the success of AI initiatives. Fragmented or inconsistent data can compromise algorithm effectiveness”.
3. Adopt scalable solutions: “AI technologies should be implemented flexibly, allowing for adjustments based on market evolution and consumer behavior”.
4. Ensure security and privacy. “Intelligent data use must be balanced with privacy protection strategies and compliance with regulations”.
According to the executive, by using advanced algorithms, retailers can also optimize inventory, predict consumption trends, and reduce waste. “During strategic periods, such as Mother’s Day and Black Friday, machine learning models enable the prediction of demand and adjustment of product distribution more accurately. By analyzing historical data and behavioral patterns, it is possible to optimize inventory management, minimize losses, and ensure that the right products are available at the ideal moment”, he explains.
Finally, the director of BRLink highlights that among the trends for 2025 are the expansion of cashierless stores and the use of inventory robots and autonomous vehicles for delivery. In addition, mobile and contactless payments are expected to grow by 12.4% annually 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,’ he concludes.
