NRF: AI-influenced sales have already exceeded 60%

In retail, the concept of the future related to the implementation of artificial intelligence is no longer a distant reality. The research “State of the AI Connected Customer --- In today's rapidly evolving technological landscape, the integration of Artificial Intelligence (AI) into customer engagement strategies has become a pivotal aspect of modern business operations. The concept of the "AI Connected Customer" encapsulates the seamless interaction between businesses and their customers, facilitated by advanced AI technologies. This interaction not only enhances customer satisfaction but also drives operational efficiency and innovation. The adoption of AI in customer engagement is not merely a trend but a transformative shift. Businesses are leveraging AI to analyze vast amounts of data, predict customer behavior, and personalize interactions. This results in a more tailored and responsive customer experience, which is crucial in today's competitive market. Moreover, AI technologies enable businesses to automate routine tasks, freeing up human resources for more strategic activities. This automation leads to increased efficiency and cost savings, which are critical in maintaining a competitive edge. The state of the AI Connected Customer is characterized by several key features: 1. **Data-Driven Decision Making**: AI systems analyze customer data to provide insights that drive business decisions. This data-driven approach ensures that businesses are responsive to customer needs and market trends. 2. **Personalization**: AI enables businesses to offer personalized experiences to customers. By understanding individual preferences and behaviors, businesses can tailor their offerings to meet specific customer needs. 3. **Automation of Routine Tasks**: AI automates repetitive and mundane tasks, allowing employees to focus on more complex and strategic activities. This not only improves efficiency but also enhances job satisfaction. 4. **Enhanced Customer Engagement**: AI technologies facilitate real-time interactions and provide instant responses to customer inquiries. This leads to higher customer satisfaction and loyalty. 5. **Predictive Analytics**: AI uses predictive analytics to forecast customer behavior and trends. This allows businesses to anticipate customer needs and proactively address potential issues. 6. **Continuous Improvement**: AI systems continuously learn and improve from customer interactions. This ensures that businesses can adapt to changing customer preferences and market conditions. In conclusion, the state of the AI Connected Customer represents a significant advancement in how businesses interact with their customers. By embracing AI technologies, businesses can achieve greater efficiency, personalization, and customer satisfaction. The future of customer engagement is undoubtedly shaped by the integration of AI, and businesses that adapt to this transformation will be well-positioned to thrive in the modern marketplace.", conducted by Salesforce It reveals that a large part of Brazilian consumers believe that AI significantly improves the shopping experience: 44% of Generation Z, 53% of the millennials e 43% dos --- Note: The provided text appears to be a sequence of numbers and letters that may not require translation as it seems to be a specific code or identifier. If there is additional context or a longer text that needs to be translated, please provide the full content. baby boomersIn this sense, AI agents represent a potential within companies and had a strong presence at the NRF 2025 edition, the largest event in the retail sector, held in New York.   

The fair addressed two important global trends that impact retail – the hyper-personalization of the shopping experience and the strategic integration of intelligent agents into operational processes. Allied in the intense transformation of the sector, AI applications allow for the personalization of campaigns and instant value interactions between retailers and consumers. The sophistication of AI agents was pointed out as a swift and precise capability for performing complex tasks and thorough business analyses, enhancing overloaded systems and circumventing any potential challenges faced by organizations.   

During the NRF, in an interview with the Times Brasil --- Translation Note: "Times Brasil" is a proper noun, likely referring to a specific entity, publication, or brand. Proper nouns are typically not translated unless there is a widely recognized equivalent in the target language. In this case, "Times Brasil" remains the same as it is a brand name., Juliana Bonamin, VP of Sales at Mondelez, said that artificial intelligence is already very present in Brazil, "AI is used for gains in logistics efficiency and in capturing consumer data, ensuring a better experience in retail. Mondelez has invested a lot in technology in recent years and we will continue to bet more and more, in addition to acquiring and exploring other strategies to support efficiency and productivity gains."  

According to the NRF organization, it is estimated that sales influenced digitally by AI have already surpassed 60% at the beginning of this year, compared to the same period in 2024. The increase is driven by hyper-personalization, assertive communication, speed in decision-making, and automation of essential tasks, such as customer service and inventory replenishment.  

In Brazil, Yalo, an intelligent sales platform, recently announced smart agents that recreate human sellers with artificial intelligence, designed to help companies develop a virtual workforce, capable of personalizing interactions, optimizing processes, and improving the customer's purchasing experience. Soon, companies will be able to count on virtual workers equipped with AI as part of their teams, available 24/7.  

The company operates in Latin America, serving major B2B clients such as Nestlé, Coca-Cola Femsa, Unilever, and Mondelez. With the goal of helping major brands boost their sales in an omnichannel manner, Yalo develops a personalized sales strategy with its clients, in addition to highly trained AI virtual assistants.  

"Smart agents provide personalized, complete, and specific assistance, even with some obstacles, such as cultural and economic differences in some regions. We believe that the advantages of artificial intelligence applied to retail will ensure that potential challenges are overcome," explains Manuel Centeno, co-founder and General Manager Brazil of Yalo.  

By 2025, supply chains must become even more adaptable, efficient, and resilient. The adoption of AI is enabling companies to not only track inventory more effectively but also anticipate and adapt to potential disruptions before they become problems.