The use of artificial intelligence (AI) has moved from being a futuristic bet to becoming part of the strategy for companies across all sectors, especially in retail. According to data from the 6th edition of Connected Shoppers Report, by Salesforce, 73% of Brazilian retailers plan to increase their investments in AI in 2025. The study surveyed 8,350 consumers and 1,700 decision-makers across 21 countries, including 500 consumers and 100 executives in Brazil. The data reflects a shift in mindset regarding AI—once viewed with skepticism or as an experimental tool—now seen as a strategic ally in areas such as campaign personalization, process automation, and customer experience optimization.Concerns about job replacement by new technology have become recurrent in the sector, but the question needs to be reframed. Instead of focusing on the risk of job extinction, the debate should center on how AI can act as a kind of agile, efficient ‘super intern,’ capable of providing valuable insights for strategic decisions. AI-based tools already demonstrate competence in suggesting creative approaches, optimizing marketing campaigns, and generating text and image variations, saving time and allowing professionals to focus on what truly matters, such as decision-making and intentional creation.
The discreet use of AI tools has been common among professionals who still fear appearing less competent in the face of adopting the technology. However, this trend is more frequent than imagined and tends to intensify as efficiency is no longer seen as the enemy of creativity. Using AI strategically can expand creative possibilities and accelerate previously time-consuming processes, provided ethical boundaries and data confidentiality are respected.One of the most practical examples presented is the application of AI in retail media strategies. Instead of generic marketing actions, the technology enables identifying consumer profiles, mapping preferences, and testing more targeted approaches with agility. This reduces planning time and increases campaign effectiveness.
Artificial intelligence is also being incorporated into the development of digital solutions, such as customized apps and interfaces. While it still doesn’t replace specialized professionals, there are already tools capable of assisting in creating MVPs, prototypes, and usability improvements. For these resources to be effective, however, it is essential to have a structured foundation with well-organized data, defined goals, and a deep understanding of user needs.
AI is already transforming how retail operates, establishing itself as a powerful tool to drive concrete results. The path involves starting with small initiatives, testing, learning, and sharing experiences. The revolution isn’t about replacing people but empowering them. With expectations of increased investment in the coming years, the major challenge for companies will be integrating AI ethically, efficiently, and aligned with business strategies. More than that, it will be necessary to overcome fear and adopt the technology as an ally, not a threat.
