Consumption habits are constantly changing, accelerated by technological advancement. In this context, retail also gained new tools to keep up with the pace, tracking digital footprints — clicks, likes, and abandoned carts — that reveal desires, expectations, and frustrations.
In this data maze, retail has artificial intelligence (AI) as the key to decipher behaviors, anticipate trends, and deliver tailored experiences. But are the brands really taking advantage of this potential or just automating processes without purpose?
Based on a context where the presence of e-commerce is strengthening more and more in Brazil, where, according to a studyCX Trends 202577% of consumers shopped online and offline in the last 12 months, and it's more than time to analyze and understand how AI can truly help retail understand the interests and demands of the modern consumer. It is not enough to just collect data; it must be translated into personalized experiences and predictive actions. AI, especially with the advances in its generative niche, offers the path for this — as long as it is implemented with a customer-centered 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 essential for resolving conflicts and reversing negative experiences. Still, there is an important warning: 80% of Brazilians consider that the service has become cold and impersonal, according to theGlobal TrendsThis data exposes a critical flaw, where the use of the resource was much more focused on automation, but without strategic concern for the change.
AI as a strategic tool
The same scenario can be seen when we evaluate the issue of personalization of purchasing decisions. According to theCX Trends 20256 out of 10 Brazilians are directly influenced by personalized experiences. Still, only 29% say they are fully satisfied with the recommendations they receive. What explains this discrepancy? Many brands still treat AI as an operational tool, not a strategic one. The result is a superficial customization, unable to reflect the consumer's true tastes.
Another crucial point is the relationship between data, trust, and perceived value. The modern consumer does not reject data collection — they reject the lack of purpose. The same studies indicate that there is a willingness to share information, as long as there are clear benefits and transparency in the use of that information. That is precisely where AI needs to be applied strategically, aiming to create meaningful and relevant experiences, rather than just pushing generic products.
For AI to reach its true potential, retail needs to 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 is facing an inevitable scenario where the use of AI has already become indispensable. However, adopting just for the sake of doing is far from enough. No matter how much AI enables a series of innovations and possibilities, such as the much-desired personalization and automation of service, it is the strategy behind these interactions that determines its success. Therefore, the question remains: is retail ready to decode the modern consumer or will it continue to be deciphered by them?
