For decades, companies believed that the key to understanding the consumer lay in asking. Surveys, forms, customer service departments, and opinion panels were the compass to guide decisions. However, time has revealed that, in retail, the customer doesn't 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 needs to go beyond what is said and decipher the subtext. Today, more than listening, the great challenge is interpretation, and that's 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 US$6.36 billion in 2022 to an impressive US$55.53 billion by 2032, with an average annual growth rate exceeding 30%. Behind this advancement lies the urgent need to better understand consumer behavior in an increasingly competitive landscape. AI allows us to go beyond what has been said, analyzing how, when, and why a customer acts in a certain way. It's the difference between seeing a piece of data and recognizing a pattern.
This analytical capability is not only promising, it's necessary. In a study by Epsilon, 80% of consumers said they prefer brands that offer personalized experiences. And personalization isn't based on guesswork. It requires combining objective data with subjective perceptions—facial expressions in a physical store, hesitation on a phone call, reactions to an online banner. Artificial intelligence, through features such as predictive analytics, natural language processing, and computer vision, helps map these emotions and convert them into actionable strategies.
Consumer demand for this more sensitive approach is becoming 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 state of the buyer. This nuanced understanding is only possible with the support of technologies that enhance listening, refine interpretation, and adjust the message in real time.
In addition to 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 raise customer retention by up to 30%. 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 figures 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 support are stuck in a model that no longer meets market demands. The new era demands more. It demands attention to what hasn't been said. It is this invisible listening, which captures feelings, intentions, and contexts, that differentiates ordinary brands from memorable ones.
*Wanderly Limeira is Head of Products and Innovation, responsible for the development of HVOICE, and executive director of HVAR, with almost 30 years of experience with companies focused on innovation and digital products.
