A new study by Bain & Company reveals that artificial intelligence is becoming a central element in the shopping experience, with Brazilian consumers demonstrating a rapid adoption of the technology. The research explores different profiles of AI users and their motivations, offering valuable insights for retailers looking to optimize their strategies.
According to the survey, 95% of companies in the US and Europe are already using generative artificial intelligence. However, among consumers in these countries, only 35% claim to benefit from the technology – many, possibly, interact with the tool without even knowing it. In Brazil, 62% of consumers report using AI, of which 18% say they do so frequently. The main motivation for Brazilians is practicality:
- 64% say that AI makes everyday tasks easier;
- 55% believe that it can create new job opportunities;
- 49% consider that the benefits outweigh the risks.
The study identified five distinct profiles of AI consumers, from enthusiasts to staunch rejecters. Understanding these segments can help companies better target their strategies to deliver real value with the use of AI.
Active users:
- Enthusiasts (19%): use AI several times a week, focusing on productivity, problem-solving, and support in tasks such as writing and research;
- Occasional users (12%): use it less frequently, generally to learn something new or for entertainment.
Non-users:
- Emerging explorers (10%): are open to use, with a neutral or positive perception of the technology;
- Cautious curious (32%): show interest but hesitate due to insecurity or lack of familiarity;
- Staunch rejecters (17%): have a negative stance and do not intend to use AI.
The research shows that even among those who do not consider themselves users, many already interact with AI without realizing it – in virtual assistants, chatbots, and automatic text correctors. Among emerging explorers, for example, 66% have used some AI interface without noticing.
Among enthusiasts and occasional users, the most frequent uses of AI are related to productivity and creativity. The main applications are:
- Research and summarizing information: 75% of enthusiasts and 59% of occasional users;
- Assistance in writing: 65% and 53%, respectively;
- Creative writing: 57% (enthusiasts) and 41% (occasional users);
- Access to updated information, image editing, and shopping recommendations also stand out.
While early users are driving the expansion of AI use, paving the way for broader adoption, according to a Bain report. “Generative AI has the potential to transform the customer experience and optimize operations in retail, but success depends on a well-defined data strategy and a culture that values innovation,” says Lucas Brossi, a Bain partner and leader of the Artificial Intelligence practice in South America. “We observe a direct relationship between enthusiasts and the use of devices with integrated AI, such as glasses, pendants, and rings. In the United States alone, for example, 5% of adults were already using wearable products by the end of 2024. Our projection is that this number will quadruple by the end of 2025,” Brossi adds.
Among those who are not users of the technology, the main barriers are lack of trust and a preference for performing tasks manually. About 34% prefer to do tasks themselves, 30% point to concerns about data privacy, and 26% distrust the accuracy of AI responses.
In Brazil, the main reasons for not adopting AI were lack of trust in sharing personal data (47%), feeling unprepared to use the technology (44%), and fear of being replaced by it (40%).
Bain estimates that with the increasing familiarity with AI embedded in products, generating everyday interactions, such as text suggestions or product recommendations, acceptance of direct use of the technology is expected to grow – especially if companies invest in more intuitive natural language experiences.
