The use of artificial intelligence (AI) has gone from being a futuristic bet to becoming part of the strategy of companies across all sectors, especially in retail. According to data from the 6th edition of the Connected Shoppers Report, by Salesforce, 73% of Brazilian retailers plan to increase their investments in AI by 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, it is now seen as a strategic ally in areas such as campaign personalization, process automation, and customer experience optimization.The concern about job replacement by new technology has become recurring in the sector, but the question needs to be reframed. Instead of focusing on the risk of job loss, 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 have already demonstrated 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 purposeful creation.
Discreet use of AI tools has been common among professionals who still fear appearing less competent due to adopting the technology. However, this movement 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 lengthy 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 allows for identifying consumer profiles, mapping preferences, and testing more targeted approaches with agility. This reduces planning time and increases campaign effectiveness.
Artificial intelligence has also been incorporated into the development of digital solutions, such as customized apps and interfaces. While it still does not 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 the way retail operates, establishing itself as a powerful tool for driving tangible results. The path forward involves starting with small initiatives, testing, learning, and sharing experiences. The revolution is not about replacing people but empowering them. With expectations of increased investments in the coming years, the major challenge for companies will be integrating AI ethically, efficiently, and in line with business strategies. More than that, overcoming hesitation and adopting the technology as an ally—not a threat—will be crucial.
