Artificial Intelligence paves the way for a new cycle in retail

As national retail adapts to new fiscal, digital, and logistical demands, a quiet yet decisive transformation is underway with the arrival of autonomous artificial intelligence (AI) agents. More than just support tools, these systems are beginning to operate as intelligent digital resources, capable of learning, deciding, and acting on behalf of the company, directly influencing both commercial and operational performance.

According to the latest PwC report, 79% of the executives surveyed state that their companies already use AI agents, and 88% intend to increase AI investments within the next 12 months. In another survey, Deloitte projects that 25% of companies will adopt agents by 2025, reaching 50% by 2027. This demonstrates that agents are no longer a promise, but are already a part of business infrastructure.

More than automating tasks, AI agents are redefining leadership by offering contextual intelligence for high-impact decisions. The leader transitions from being the information centralizer to becoming an orchestrator of human talent and digital capabilities. This shift requires a more data-driven approach, capable of transforming insights generated by AI into inspiring actions and tangible results. In practice, leadership focus migrates to vision, organizational culture, and strategy, while AI takes over execution and real-time analysis.

If digital transformation gave businesses scale and visibility, AI agents are taking retail to a new level – computational autonomy. The difference is profound, but also strategic.

From Operational Gain to Applied Intelligence

Retail now enters the era of intelligent digital operation. For CEOs and directors, delaying the integration of AI agents is to risk efficiency and market relevance. Data already shows that those who lead this adoption create competitive advantage, reduce costs, accelerate decisions, and foster smoother shopping experiences. However, a strategic approach, sound governance, and a clear purpose are crucial; merely implementing the technology is not enough. The business needs to be redesigned around it.

AI agents are more than just chatbots or FAQ assistants. We're talking about systems that interact with various platforms, analyze massive datasets in real time, and can execute tasks like automatic product repricing, intelligent inventory redistribution, demand forecasting, fraud detection, or personalized customer service based on predictive behavior – all without human triggers.

Adoption of AI agents starts with tangible gains like increased efficiency, predictability, productivity, and reduced operational friction. But the potential extends beyond that. It's now possible to connect models that monitor sales channels in real time and adjust campaigns based on variables like regional performance, consumer behavior, and inventory availability, all without manual intervention. Previously restricted to robust, centralized intelligence structures, these capabilities are now enabled by cloud-based solutions and the advancement of AI as a service, accessible even to networks operating outside major metropolitan areas.

This new landscape also alters consumer expectations. According to the Capgemini Research Institute, 71% of people expect retail to incorporate generative AI features into their shopping experiences. And 58% already prefer recommendations made by these agents over traditional search engines. More than a technological choice, the incorporation of AI becomes a strategic response to the new consumer logic.

Are Brazilian retailers ready?

Despite recent advancements, Brazilian retail still moves cautiously. Many businesses, especially outside major cities, remain tied to legacy systems and manual processes. On the other hand, there's a concrete opportunity for those looking to reposition themselves. Adoption of intelligent agents has become more viable and accessible with the growth of AI as a service, and the advancement of models... open source and the consolidation of interoperable platforms, creating a favorable environment for those who want to start now.

In retail, where tight margins and agility define competitiveness, AI is revolutionizing the entire operational journey, from inventory planning to personalized service. Intelligent agents analyze consumer behavior, purchase history, local trends, and even external variables like weather and seasonality to predict demand, adjust prices, and recommend products with precision. The result is a more proactive retail environment, capable of anticipating customer needs and reducing waste.

Furthermore, AI allows for the simulation of scenarios before execution, reducing risks and increasing return on investment. This shifts decision-making away from subjective intuition, relying instead on predictive analyses based on concrete data, without sacrificing human sensitivity, which remains essential in the consumer experience.