If until not long ago the battle in e-commerce was only about traffic, now the question dominating the digital retail backstage is another: “how to turn visitors into real buyers?”. It is in this scenario that CRO (Conversion Rate Optimization), combined with artificial intelligence, has been gaining strategic priority status for brands and marketplaces.
According to consulting firm McKinsey, companies applying advanced personalization already report 10% to 15% more revenue. In Brazil, e-commerce is expected to grow 15% by 2025, driven precisely by automation and intelligence applied to the customer journey.
Rodrigo Garcia, executive director of Petina Digital Solutions, explains that this movement marks a mindset shift: “Attracting traffic is only half the battle. The real game-changer happens when we use data and AI to personalize the journey, predict behaviors, and offer the right experience at the right time. That’s what boosts conversion and loyalty.”
5 AI-powered CRO strategies accelerating sales
1 – Storefront that learns from the customer
“The digital storefront is no longer static: it responds to customer behavior. This personalization is the engine of conversion,” says Garcia. AI algorithms analyze browsing, purchase history, and preferences to recommend products in real time. Platforms like SmartHint, Linx Impulse, and edrone already help Brazilian e-commerces increase conversion rates by up to 30%.
2 – Intelligent product registration
Tools like ChatGPT and CopyMonkey automate the creation of titles, descriptions, and technical attributes on marketplaces like Mercado Livre, Amazon, and Magalu. The result: fewer errors, better SEO, and faster publishing speed. “Today, efficiency starts at the registration stage. AI eliminates bottlenecks and boosts performance from the first click,” emphasizes the executive.
3 – Tailored visual content
“Visuals are no longer just illustrations, they are strategy. AI ensures each creative is optimized for the context and the right consumer,” explains Garcia. With computer vision and automated generation, images and videos are adapted by channel, format, and audience profile. What once required high studio costs can now be done at scale.
4 – Predictive reports for quick decisions
Artificial intelligence cross-references data from ERPs, hubs, and sales platforms, generating dynamic reports with insights on revenue, inventory, seasonality, and competition. The difference lies in immediate action. “Reports are no longer just numbers: they have become real-time business advice,” he states.
5 – Real-time competitor monitoring
With AI, marketplaces can now map prices, promotions, reviews, and descriptions of competitors in seconds. This enables agile responses and more precise strategies. “Competition is no longer an invisible threat. Technology gives us a full, real-time view of the market,” concludes Garcia.
The near future: testing, data, and speed
Garcia points out that intelligent A/B testing is already one of the strongest AI-powered CRO tools. Layouts, colors, calls-to-action, and formats can be tested at scale, with continuous learning and near real-time results.
Another differentiator will be the unification of data across channels. From CRM to WhatsApp, from purchase history to in-store behavior, everything integrated into an omnichannel journey. “The store that can connect data and deliver continuous personalization will lead the market in the coming years,” he predicts.
