Focus on the customer, from a relationship vision based on friendly service in stores and loyalty programs. While this is still the proposal of many companies, it’s time to change. Consumer buying behavior has evolved. Digitalization has already transformed retail for years, but now artificial intelligence (AI) is redefining consumption profoundly, automating and personalizing purchasing decisions, often invisibly.
And this change is just beginning. According to McKinsey consulting, by 2030, 70% of purchasing decisions could be made without human intervention. This means seamless journeys, voice shopping, 24/7 service without queues, and increasingly demanding consumers. Additionally, 42% of consumers state they are more likely to buy from brands that offer personalized recommendations.
“Being customer-centric today requires more than listening to the consumer. It’s necessary to understand how technology influences their choices and make ethical decisions about how to use it. Transparency, empathy, and digital responsibility must go hand in hand with innovation,” points out Andrea Rios, an omnichannel expert, founder of Orcas, and guest professor in the MBA program at Fundação Getúlio Vargas.
According to the expert and CEO of Orcas, AI can also be utilized across various sectors and purposes, such as organizing complete trips—from flights and hotels to tours. Additionally, it can already be used to offer financial services based on user history. Not to mention routine supermarket or pharmacy purchases, where the algorithm practically ‘guesses’ the customer’s shopping list.
Therefore, Andrea lists 3 changes AI has brought to the consumer buying journey:
- Automated curation of preferences
The trend is increasingly for the entire buying journey to be guided by AI. ‘In the discovery phase, AI acts as a preference curator, suggesting products even before the customer expresses a need. The example of TikTok, Amazon, and many other platforms that use algorithms to anticipate desires proves this,’ explains Andrea Rios.
- Smart comparison and dynamic pricing
In the consideration phase, virtual assistants and AI synthesize reviews and compare products, while dynamic pricing systems adjust values in real time, creating highly personalized experiences. The purchase, in turn, is finalized by chatbots, with smart checkouts and minimal human interaction.
- Agile and effective post-sale service
Post-sale, these solutions solve problems, prevent cancellations, and keep the consumer engaged. In the market, AI is already a reality—for example, the Indian company Meesho already uses generative AI for customer service. With over 160 million users, the platform has implemented a voicebot that responds in English and Hindi and resolves 95% of requests. The technology reduced call center costs by 75%, providing greater efficiency for the company and more agility for the consumer.
“Given the increasing control of AI over the entire journey, many ethical questions arise. Who really makes the decisions? The consumer or AI, serving interests that aren’t always clear? How to leverage the benefits this transformation offers while maintaining transparency and ethics with the customer?” challenges the expert.
The answer lies in how companies choose to use AI. From a support tool, it becomes an essential strategic pillar. ‘Those who can combine data intelligence, digital empathy, and ethical automation will have a huge competitive advantage. Beyond efficiency, the challenge is to create delightful experiences without losing the human factor to attract and retain consumers who are increasingly demanding, data-driven, and influenced by systems they don’t always understand. Brands that act with intelligence and sensitivity will lead the way,’ concludes Andrea.
