Consumer habits are constantly changing, accelerated by technological advancements. In this context, retail has also gained new tools to keep pace, tracking digital footprints—clicks, likes, and abandoned carts—that reveal desires, expectations, and frustrations.
In this data labyrinth, retail has in artificial intelligence (AI) the key to deciphering behaviors, anticipating trends, and offering tailored experiences. But are brands truly leveraging this potential or merely automating processes without purpose?
Based on a context where e-commerce presence is growing stronger in Brazil, where, according to the study CX Trends 2025, 77% of consumers have shopped both online and offline in the last 12 months, it is more than time to delve into and truly understand how AI can help retail grasp the interests and demands of the modern consumer. Simply collecting data isn’t enough; it must be translated into personalized experiences and predictive actions. AI, especially with advancements in its generative niche, offers the path forward—provided it’s implemented with customer-centric design and clear objectives.
A clear example is customer service. According to the Freshworks Report, four out of ten professionals in the field consider AI bots indispensable for resolving conflicts and reversing negative experiences. Yet, there’s an important caveat: 80% of Brazilians believe service has become cold and impersonal, as per the Global Trends. This data exposes a critical flaw, where the use of the tool has been more focused on automation but lacks strategic concern for change.
AI as a strategic tool
The same scenario can be seen when evaluating the personalization of purchasing decisions. According to the CX Trends 2025, 6 out of 10 Brazilians are directly influenced by personalized experiences. Yet, only 29% say they are fully satisfied with the recommendations they receive. What explains this mismatch? Many brands still treat AI as an operational tool, not a strategic one. The result is superficial personalization, incapable of reflecting consumers’ true preferences.
Another crucial point is the relationship between data, trust, and perceived value. The modern consumer doesn’t reject data collection—they reject the lack of purpose. The same studies indicate a willingness to share information, provided there are clear benefits and transparency in its use. This is precisely where AI must be applied strategically, aiming to create meaningful and relevant experiences, not just push generic products.
For AI to reach its true potential, retail must go beyond mere mechanical automation and adopt clear principles so that technology complements established habits, adds real value in data exchange, and, above all, balances innovation with a human touch.
The market faces an inevitable scenario where AI use has already become indispensable. However, adopting it just for the sake of it is far from enough. While AI enables a range of innovations and possibilities, such as the much-desired personalization and customer service automation, it’s the strategy behind these interactions that defines their success. So, the lingering question is: Is retail ready to decipher the modern consumer, or will it continue to be deciphered by them?
