Artificial intelligence and customer experience are highlights in retail for 2025

NRF Retail’s Big Show 2025, the largest global event in the retail sector, took place in January in New York, bringing together experts to discuss the main market trends. Among the participants were the Parana entrepreneurs Emilio Silva, CEO of Datasoul, and Eduardo Cordova, CEO of market4u, who brought their analysis and experiences directly to the members of the Club Masterboard, in Curitiba.

During the event, Emilio Silva and Eduardo Cordova highlighted the main learnings of NRF 2025 and how these trends should impact the Brazilian market.

Datasoul is active in the digital transformation of medium and large companies, having already implemented more than 300 projects in 14 countries over 15 years.For Emilio Silva, CEO of the company, the 2025 retail will be based on the balance between technology, customization and environmental responsibility.

“Consumers will seek authentic connections with brands, valuing companies that promote a sense of community.In addition, artificial intelligence will replace individual applications, making the shopping experience more fluid. Another essential point will be the leadership of brands in environmental initiatives, with more durable and sustainable products”, explains Emilio, who warns, however, to the risk of a digital fatigue in retail.“O excess of viral trends will make consumers increasingly value nostalgia and storytelling as competitive differentials”, he points out.

Five trends that will transform retail in 2025

Market4u is the largest microfranchise in Brazil, with more than 2,185 stores and 600 franchisees across the country, according to the Brazilian Franchising Association (ABF). Eduardo Cordova, CEO of the brand, shared five key trends for the retail sector in 2025:

1-Artificial Intelligence (AI) and Automation & AI Agents will revolutionize the distribution center organization and the shopping experience, increasing efficiency and reducing costs.

2-The evolution of physical stores & (In spite of the growth of e-commerce, 80% of purchases still happen in person. To attract consumers, stores will need to become spaces of experience and entertainment.

3-Strategic use of data & the ability to collect and interpret data will be decisive in delivering personalized and effective actions.

4-Purpose as a factor of competitiveness & CO Companies with clear and consistent missions will have a competitive advantage, as this strengthens the engagement of consumers, employees and partners.

5-New technologies for retail optimization & Innovation such as smart bracelets, automated self-checkouts and delivery robots are already a reality in some countries and are expected to gain ground in Brazil in the coming years.

According to Eduardo Cordova, before adopting these technologies, retailers need to ensure that their internal processes are organized.“The first step is to structure the business base.It is no use investing in AI if the company does not collect and organize its data”, warns the CEO of market4u.

The meeting was promoted by the Masterboard Club, a community created in 2017 that fosters the exchange of experiences, learning and strategic connections between entrepreneurs.