Digital retail began 2025 amid pressured margins and higher acquisition costs. In this scenario, Retail Media expanded monetization possibilities, while Artificial Intelligence gained strength as a central productivity tool. The combination of these technologies has been reinforcing e‑commerce financial sustainability and increasing decision‑making precision.
The adoption of Retail Media maintains a rapid pace. In Latin America, the segment is expected to generate US$ 2.6 billion in 2025, according to eMarketer, with Brazil representing 40% of this total, equivalent to US$ 1.06 billion. This advance reflects the strategy of retailers who use proprietary data and qualified audiences to expand revenue and increase campaign relevance throughout the purchase journey.
For Alexandre Mendes, partner‑CMO at Lope Digital Commerce, this movement has initiated a new phase in the sector. “Retail, previously seen only as a sales channel, now acts as a robust media vehicle, monetizing inventory and data. When this information is integrated into campaigns, communication gains precision and returns increase,” he states.
The model also brings brands and consumers closer at the most decisive moments of the journey. The combined use of browsing behavior, purchase history, and stock availability enables more assertive actions and strengthens retail’s influence on the final decision.
In parallel, Artificial Intelligence is progressing with a direct impact on operations. A study by consultancy Strand Partners, commissioned by AWS, indicates that 40% of Brazilian companies already use AI, and of these, 96% have recorded productivity gains, while 95% reported revenue growth. The technology already guides inventory management, demand forecasting, and customer service, reducing stock‑outs and expanding efficiency.
“AI has become a foundational tool that adjusts inventory levels, improves seasonal forecasts, and connects the entire operation to consumer expectations. This alignment is decisive for generating loyalty,” explains Mendes.
With consumers less tolerant of failures, the integration between Retail Media and AI is now directly shaping e‑commerce performance. The tools allow promotional calendars to be redesigned based on real‑time data, synchronizing availability, campaigns, and communication to reduce risks and improve the experience.
The expectation for 2026 is sector maturation, supported by proprietary data, operational efficiency, and audience monetization. Retailers that consolidate robust technological strategies are likely to gain a competitive advantage in an environment increasingly pressured for results.
