BRLink boosts retail with artificial intelligence and machine learning solutions

The Brazilian retail sector registered, in 2024, its highest growth in 12 years, with an increase of 4.7% in sales, according to IBGE. However, the prospects for 2025 indicate a slowdown in this area, which should motivate companies to seek innovative solutions to maintain competitiveness.In this scenario, BRLink, the Brazilian leader in cloud services, stands out by offering advanced technologies based on Artificial Intelligence (AI) and Machine Learning (ML) to improve the consumer experience and optimize internal processes. With extensive expertise in data and generative AI, BRLink has been helping to solve the retail segment.

The well-executed use of these tools can help, for example, retailers turn data into valuable insights.“The future of retail will be shaped by the ability to collect, process and interpret large volumes of” information, says Guilherme Barreiro, director of BRLink.“AI AI enables those responsible for these establishments to anticipate demands, personalize consumer experiences and increase operational efficiency

Barreiro also comments on a study by the Capgemini Research Institute, which points out that 46% of consumers are enthusiastic about generative AI in their online purchases and that 58% have already replaced traditional search engines with GenAI tools as a reference for product and service recommendations. “Consumers want personalization and agility.With AI, it is possible to offer tailored recommendations and optimize interactions, making each shopping experience more efficient”, he says.

To maximize the benefits of AI and ML in retail, Barreiro recommends four essential strategies:

1. Set clear objectives.“Investing in AI should be aligned with business challenges such as demand forecasting, inventory management and personalization of” offerings.

2. Structure data intelligently.“Data quality is critical to the success of AI initiatives.Fragmented or inconsistent data can compromise the effectiveness of” algorithms.

3. Adopt scalable solutions: “AI technologies should be implemented flexibly, allowing adjustments as the market evolves and the behavior of” consumers.

4. Ensure security and privacy.“Intelligent data use should be balanced with privacy protection strategies and compliance with” regulations.

According to the executive, from advanced algorithms, retailers can also optimize inventory, predict consumption trends and reduce waste.“During strategic dates such as Mother's Day and Black Friday, machine learning models allow them to predict demand and adjust product distribution more precisely. With the analysis of historical data and behavior patterns, it is possible to optimize inventory management, minimize losses and ensure that the right products are available at the optimal time”, he explains.

Finally, the BRLink director points out that, among the trends for 2025 are also the expansion of cashless stores and the use of inventory robots and autonomous vehicles for delivery. In addition, mobile and contactless payments should grow 12.4% per year until 2034, according to IntelliPay. “The digital transformation of retail is irreversible. Companies that adopt AI are better prepared to serve increasingly demanding consumers, ensuring speed, safety and convenience. BRLink's commitment is to help them strategically position themselves in an increasingly dynamic and data-driven market”, complete.