The use of artificial intelligence (AI) has gone from being a futuristic bet to becoming part of the strategy of companies of all segments, especially in retail Connected Shoppers Report73% of Brazilian retailers plan to increase their AI investments in 2025. The study heard from 8,350 consumers and 1,700 decision makers in 21 countries, including 500 consumers and 100 executives in Brazil. The data reflects a change in mindset regarding: AI, once viewed with suspicion or as a tool for experimentation, is now seen as a strategic ally in areas such as personalization, process automation and customer experience optimization.Doubt about replacing jobs with new technology has become recurrent in the industry, but the issue needs to be reformulated. Instead of focusing on the risk of extinction of functions, the debate should focus on how AI can act as a kind of “super intern” agile, efficient and able to provide valuable input for strategic decisions. AI-based tools already demonstrate competence to suggest creative approaches, optimize marketing campaigns and generate text and image variations, saving time and allowing professionals to dedicate themselves to what really matters, such as decision-making and intentional creation.
The discreet use of AI tools has been common among professionals who still fear to appear less competent in the face of technology adoption. 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 processes that were previously time-consuming, provided that ethical limits and confidentiality of information are respected.One of the most practical examples presented is the application of AI in strategies of retail media,instead of generic marketing actions, technology allows you to identify consumer profiles, map preferences and test more segmented approaches with agility. This reduces planning time and increases the effectiveness of campaigns.
Artificial intelligence has also been incorporated into the development of digital solutions, such as applications and customized interfaces. Although it does not yet replace specialized professionals, there are already tools capable of assisting in the creation of MVPs, prototypes and usability improvements. In order for these resources to be effective, however, it is essential to have a structured base with well-organized data, defined goals and deep understanding of user needs.
AI is already transforming the way retail operates, consolidating itself as a powerful tool to drive concrete results. The way is to start with small initiatives, test, learn and share experiences. The revolution is not to replace people, but to empower them. With the expectation of increased investments in the coming years, the great challenge for companies will be to integrate AI ethically, efficiently and aligned with business strategies. More than that, it will be necessary to overcome fear and adopt technology as an ally, and not as a threat.
