For decades, companies believed the key to understanding the consumer lay in asking. Surveys, forms, customer service centers, and opinion panels were the compass guiding decisions. However, time has revealed that, in retail, the customer does not always know how to clearly express what they want and often doesn't even try. Their choices are impulsive, emotional, and influenced by context. To deliver real value, the brand must go beyond what is said and read between the lines. Today, more than listening, the great challenge is interpreting, and that is exactly where artificial intelligence makes all the difference.
The use of artificial intelligence in retail is growing at an accelerated pace. According to Fortune Business Insights, this market is expected to jump from USD 6.36 billion in 2022 to an impressive USD 55.53 billion by 2032, with an average annual growth rate exceeding 30%. Behind this advance is the urgent need to better understand consumer behavior in an increasingly competitive landscape. AI allows going beyond what was said, analyzing how, when, and why the customer acts in a certain way. It is the difference between seeing a data point and recognizing a pattern.
This analytical capability is not just promising; it is necessary. In an Epsilon study, 80% of consumers said they prefer brands that offer personalized experiences. And personalization is not achieved through guesswork. It requires cross-referencing objective data with subjective perceptions—facial expressions in a physical store, hesitation during a call, reactions to an online banner. Artificial intelligence, through resources such as predictive analytics, natural language processing, and computer vision, helps map these emotions and convert them into actionable strategies.
The consumer demand for this more sensitive approach is increasingly evident. According to Capgemini, 74% of customers expect brands to understand their individual needs and expectations. It's not just about offering the right product, but about recognizing the emotional moment of the buyer. This nuanced reading is only possible with the support of technologies that expand listening, refine interpretation, and adjust the discourse in real-time.
Beyond improving the experience, AI delivers concrete results. A McKinsey report shows that companies that personalize their interactions based on artificial intelligence can increase their sales by up to 20% and boost customer retention by up to 30%. Meanwhile, Aberdeen Strategy & Research points out that companies that build strategies centered on the voice of the customer are 3.5 times more likely to grow above the market average. These are numbers that reinforce the strategic value of truly understanding what the consumer wants, even when they don't verbalize it.
The advancement of AI in retail should not be seen merely as a technological trend, but as a shift in mindset. Those who still believe that data is just reports or that active listening is limited to customer service and after-sales are stuck in a model that no longer meets market demands. The new era demands more. It demands attention to what was not said. It is this invisible listening, which captures feelings, intentions, and contexts, that distinguishes common brands from memorable ones.
*Wanderly Limeira is Head of Products and Innovation responsible for the development of HVOICE, Executive Director of HVAR, with nearly 30 years of experience with innovation companies and digital products.
