Consumption habits change constantly, accelerated by technological advancement. In this context, retail also gained new tools to keep pace, following digital traces — clicks, likes and abandoned carts – that reveal desires, expectations and frustrations.
In this data maze, retail has artificial intelligence (AI) the key to deciphering behaviors, anticipating trends and offering tailored experiences. But are brands really taking advantage of this potential or just automating purposeless processes?
based on a context in which the presence of e-commerce is increasingly strengthened in Brazil, where, according to a study cx trends 2025, 77% of consumers bought online and offline in the last 12 months, it is high time to look into and understand how AI can actually contribute to the retail understanding of the interests and demands of the modern consumer. It is not enough just to capture data; It is necessary to translate them into personalized experiences and predictive actions. AI, especially with the advancements of its generative niche, offers the way to it — as long as it is implemented with a customer-centric design and clear goals.
A clear example is customer service. According to the Freshworks report, four out of ten professionals in the field consider AI bots indispensable to resolve conflicts and reverse negative experiences. Still, there is an important warning: 80% of Brazilians consider that the service has become cold and impersonal, according to the global trends. This data exposes a critical failure, in which the use of the resource was much more directed to automation, but without the strategic concern of change.
AI as a strategic tool
The same scenario can be seen when we evaluate the issue of personalization of purchasing decisions. according to cx trends 2025, 6 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 mismatch? Many brands still treat AI as an operational tool, not a strategic one. The result is a superficial personalization, incapable of reflecting the real tastes of the consumer.
Another crucial point is the relationship between data, trust and perceived value. The modern consumer does not reject data collection — he rejects 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 this information. It is precisely there that AI needs to be applied with a strategy, aiming at the creation of meaningful and relevant experiences, and not just pushing generic products.
In order for AI to reach its true potential, retail needs to go beyond mere mechanical automation and adopt clear principles for the technology to represent the complement on established habits, add real value to data exchange and, above all, balance innovation with a human touch.
The market is facing an inevitable scenario, where the use of AI is already essential. However, adopting just for doing is far from enough. As much as the AI allows a series of innovations and possibilities, such as the long-awaited personalization and Automation of service, will be the strategy behind these interactions that defines your success. Therefore, the provocation that remains is: is the retail ready to decipher the modern consumer or will it continue to be deciphered by it?
