A study released by the National Retail Federation (NRF) predicts that by 2025, over 60% of digital sales will be influenced by artificial intelligence (AI) agents. This means that chatbots, virtual assistants, recommendation systems, and predictive algorithms will play a fundamental role in consumer purchasing decisions, redefining the digital retail experience.
These innovations streamline the purchasing process, increasing conversion rates and improving the consumer experience. According to Paulo Camargo, executive director of iTalents—a tech development startup focused on retail—AI in e-commerce is already a reality.
“Personalizing the shopping experience has always been a goal—and also a challenge—in online retail. With AI advancements, new ways to customize this journey have emerged. Intelligent systems now connect to e-commerce platforms to analyze browsing patterns, purchase history, and preferences, offering highly personalized suggestions through conversational interactions, which boosts conversion rates,” he explains.
Artificial intelligence is not only revolutionizing the end-consumer experience (B2C), but it is also reshaping the B2B market and marketplaces. Companies in this segment already use AI solutions to analyze data, forecast demand, and optimize inventory. Negotiations become faster and more accurate, minimizing errors, reducing waste, and optimizing operational efficiency.
“Another crucial aspect of AI in B2B is the automation of repetitive processes, such as contract analysis, customer service, and payment management. Specialized chatbots and virtual assistants are already used to answer technical questions, speed up budgeting, and facilitate complex negotiations. This allows professionals to focus on tactical and strategic activities, while technology optimizes operational tasks,” points out Paulo.
The balance between digital personalization and humanized service will be a determining factor in maintaining customer loyalty. Additionally, data privacy and security concerns remain a central issue in the sector, requiring regulations and best practices in the implementation of these technologies.
While online sales grow—both in marketplaces and proprietary online stores—physical retail is declining. According to Stone Retail’s Index (IVS), digital commerce showed an annual growth of 7.7%, while physical retail experienced an annual decline of 2.1%. This shift is already evident in sectors like fashion, electronics, and even supermarkets, where the digital experience is gradually replacing the traditional model.
Despite this scenario, physical retail will not disappear entirely. However, it will need to reinvent itself to keep up with evolving consumer behavior. Hybrid models, such as omnichannel—where physical stores serve as pickup points, experience centers, or logistical hubs—may be key to brand survival, especially for retail franchise systems that also sell online.
“AI will advance even further in digital retail, with shopping assistants and hyper-personalized recommendations enhancing the consumer experience. In the beverage sector, for example, preferences, budget, and purpose already influence product and channel choices. The future of retail depends on companies adapting to an increasingly technology- and AI-driven landscape, which expands personalization and convenience,” concludes iTalents’ director.
