Demand Planning with Artificial Intelligence is a retail ally for strategic dates in the second half 

As the second half of 2025 approaches, the retail industry prepares for a marathon of high-impact sales events, including Valentine's Day in Brazil, Black Friday and, ultimately, Christmas. More than ever, demand planning becomes a key factor in ensuring good results, reducing losses and maintaining customer satisfaction during periods of high sales volume.

In an increasingly competitive consumer landscape, anticipating trends and accurately managing inventories can mean the difference between success and product disruption, both on store shelves and online marketplaces. According to Nielsen research, 66% of Brazilian consumers value the shopping experience as much as the price. This includes everything from the availability of products to the ease of finding them.

In this context, artificial intelligence (AI) has taken a prominent role. According to Carlos Victoria, senior VP of the RELEX Solutions, a company specialized in unified retail and supply chain planning solutions, AI-powered tools are able to accurately predict demand fluctuations, adjusting supply efficiently and dynamically.“This directly impacts inventory management, helping to prevent disruptions, reduce waste, and ensure more fluid operations”, he explains.

RELEX's unique capability is to utilize machine learning-based forecasts with SKU/day granularity, enabling retailers to accurately forecast demand. By integrating demand planning with supply chain, merchandising and operations, RELEX's unified platform ensures that all areas of the business work seamlessly.This holistic approach enables retailers to optimize the entire value chain, from supplier to shelf, ensuring the right products are available at the right time and place.

With a calendar full of logistical challenges and high sales expectations, technology becomes essential to maintain competitiveness.“AI AI-based tools can measure the impact of multiple factors on demand, resulting in more assertive forecasts and improved planning processes, which drives retail performance during key”, adds the executive.

Unified planning technologies also bring together areas such as supply chain, merchandising and operations, allowing faster and more coordinated decision making throughout the value chain.“These tools provide a holistic view of the business, allowing teams to make faster and more assertive decisions, especially at critical moments in the retail calendar.By centralizing data and processes, we are able to avoid operational bottlenecks and respond more efficiently to demand fluctuations, common on dates such as Valentine's Day and Black Friday”, concludes the executive.