Retail represents one of the most dynamic and competitive sectors within the global economy and continues to undergo, over the years, transformations such as the ‘hype’ of AI adoption by companies and consumers. According to Gartner, by the end of 2026, 40% of enterprise applications will be integrated with AI agents programmed to execute specific tasks, representing a significant increase from the less than 5% recorded currently. The projection in the survey is that AI agents could generate about 30% of enterprise application software revenue by 2035, exceeding US$ 450 billion, in addition to establishing new standards for teamwork through more efficient human-agent interactions. But how is this also expected to impact retail?
Marcos Oliveira Pinto, Global Software Engineer Manager at Jitterbit, explains that success in capitalizing on this wave of innovation should drive a strategic and mature approach among leadership. “For this, it is crucial that organizations understand how retail can, in fact, leverage the efficiency of superagents in an integrated manner, focusing on market trends that deliver real value with agility and security. After all, implementing AI agents just because they are in ‘hype’ is not the smartest thing to do,” he states.
Operational resilience for e-commerce continuity
The application of AI superagents in e-commerce reveals the primary defense against disruptions, being key to keeping integration functioning, even in the face of infrastructure problems. “How the company will use superagents to mediate and manage failure is what will make all the difference. For example, I can have an AI agent in my e-commerce so that I can receive and store orders for asynchronous processing, preventing my end user from not completing the purchase,” explains Marcos.
Customer sentiment analysis for new actions
Sentiment analysis is a field where superagents will bring a significant differential, going beyond superficial satisfaction metrics. About 86% of consumers reveal a willingness to pay more for a good customer experience, according to the PwC “Future of Customer Experience” survey. However, according to a Zendesk survey with Dimensional Research, only 1 in 26 dissatisfied customers formally complains; the majority simply abandons the company. “Based on the entire history of interaction and purchases of this customer, AI superagents perform analyses and present them in the form of graphs, allowing management to understand how its customer base is feeling about the products or brand. This automated intelligence provides an unprecedented tactical view, enabling the retailer to make proactive decisions to refine the experience and increase loyalty,” emphasizes Marcos.
Dynamic price management and competitiveness
Superagents can enable retailers to have much better price management, using what is happening in the market in real time as a reference. The advancement of AI has driven dynamic pricing, a model popularized by Uber, for example, where prices are adjusted in real time based on demand and competition. “Imagine a person who sells air conditioners and all competitors have lowered the price... To keep selling, the agent pricing monitors the movement and indicates possible changes. This activity eliminates the human work of manual monitoring and delegates it to an agent that helps quickly and effectively. This speed is essential and the superagent also allows for the definition of limits.”.
“Quick wins” with the superagent architecture
AI adoption in the consumer and retail sector is expected to jump from 33% to 85% by 2027, an increase of 150%, as evidenced in the “KPMG Global AI in Finance Report”. This growth opportunity in the segment enables the implementation of superagents to accelerate the identification of small problems, generating significant value for the operation and eliminating complex projects that take months. In this sense, the strategy consists of creating and applying superagents in areas called “quick wins”, which generate immediate visible results. “The intelligent app development architecture is fundamental in this process to develop a superagent solution that centralizes the architecture of various expert agents in different domains, which accelerates the ability to deliver these quick gains.”.
Security and ISO
To harness the potential of superagents in 2026, retail must prioritize the digitalization of new technologies and security. “Not having updated technological systems is a major data security risk. The ISO 42001 certification, for example, offers necessary resources for creating agents and secure management. It is also essential not to blindly trust AI; even with the agent architecture in active and passive models, we still need humans confirming and validating what answers the agent is offering, without hallucinating. By focusing on efficiency, integration, and robust governance, retail will be able to use superagents not as a fad, but as the engine of its transformation, delivering the same value with smarter processes,” he concludes.
