Generative artificial intelligence has arrived overwhelmingly, sparking curiosity, generating doubts, and in many cases, provoking fears. For those working in retail and e-commerce, the challenge is even greater: how to incorporate the technology into daily operations 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, accelerating processes, and supporting smarter decisions.
Below, five practical ways to use this technology in e-commerce efficiently and without fear, leveraging its best features without sacrificing the human perspective that drives business.
1 – Using AI as a ‘super intern’, not as an enemy
AI doesn’t need to be seen as a threat. On the contrary, we should think of it as a ‘super intern’ — one who works quickly, with boundless energy, and is always available.
It can automate operational tasks, organize information, draft campaigns, suggest product descriptions, and generate insights based on trends — all in seconds. This allows you to save time to focus on what truly matters: thinking strategically, making data-driven decisions, and investing more in creativity.
2 – Testing is part of the adoption curve
No one was born knowing how to use artificial intelligence, and mastery isn’t required to get started. It’s possible to experiment with tools in daily work, even if cautiously 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, great. If not, it’s a learning experience for the next attempt. Just as happened with other transformative technologies, like social media or email automation, AI also requires an adaptation period. In the beginning, curiosity and humility matter more than perfection.
3 – Validating everything is essential
AI is great for speed, but it doesn’t replace critical judgment. It can generate texts, campaign ideas, copy suggestions, and even layout variations. But the responsibility for the final deliverable remains human. This means it’s always necessary to review, adjust, and validate. Experience, audience knowledge, brand understanding, and sales channel awareness remain crucial. Artificial intelligence offers a starting point, but quality and true relevance emerge only when critical analysis and the 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 especially useful in Retail Media strategies, with ads displayed within sales platforms like marketplaces. The technology allows for real-time performance bottleneck identification, testing personalized approaches for specific niches, and adjusting campaigns more quickly. The more quality data provided to AI, the better the results tend to be.
5 – Creativity doesn’t die with AI — it multiplies
AI doesn’t replace creative vision but expands possibilities. It allows for testing new approaches more quickly, generating content variations for different audiences, and visualizing ideas that might not arise spontaneously. It can also turn abstract concepts into images, drafts, or prototypes with just a few commands. The key lies in knowing what to ask and how to interpret what’s generated — something that requires insight, clarity of objectives, and human sensibility, qualities no technology, no matter how advanced, can fully replicate.
