The Brazilian retail sector recorded its highest growth in 12 years in 2024, with a 4.7% increase in sales, according to IBGE. However, projections for 2025 indicate a slowdown in this sector, which should motivate companies to seek innovative solutions to maintain competitiveness. In this scenario, BRLink, Brazil’s leading cloud services provider, stands out by offering advanced technologies based on Artificial Intelligence (AI) and Machine Learning (ML) to enhance customer experience and optimize internal processes. With extensive expertise in data and generative AI, BRLink has supported the retail sector in transitioning to public cloud, helping businesses address challenges and boost operational efficiency.
The effective use of these tools can help retailers, for example, turn 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 enables those responsible for these establishments to anticipate demands, personalize customer 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 58% have already replaced traditional search engines with GenAI tools as a reference for product and service recommendations. “Consumers want personalization and speed. With AI, it’s possible to offer tailored recommendations and optimize interactions, making each shopping experience more efficient,” he says.
To maximize the benefits of AI and ML in retail, Barreiro recommends four essential strategies:
1. Define clear objectives. “Investing in AI should align with business challenges, such as demand forecasting, inventory management, and offer personalization.”
2. Structure data intelligently. “Data quality 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 as the market evolves and consumer behavior changes.”
4. Ensure security and privacy. “The intelligent use of data must be balanced with privacy protection strategies and regulatory compliance.”
According to the executive, with advanced algorithms, retailers can also optimize inventory, predict consumption trends, and reduce waste. “During key dates like Mother’s Day and Black Friday, machine learning models allow for demand forecasting and more precise product distribution. By analyzing historical data and behavioral patterns, it’s possible to optimize inventory management, minimize losses, and ensure the right products are available at the ideal time,” he explains.
Finally, BRLink’s director highlights that among the trends for 2025 are the expansion of cashier-less stores and the use of inventory robots and autonomous delivery vehicles. Additionally, mobile and contactless payments are expected to grow by 12.4% per year until 2034, according to IntelliPay. “The digital transformation of retail is irreversible. Companies adopting AI are better prepared to meet increasingly demanding consumers, ensuring speed, security, and convenience. BRLink’s commitment is to help them strategically position themselves in an increasingly dynamic and data-driven market,” he concludes.
