The Brazilian retail sector recorded its highest growth in 12 years in 2024, with a 4.7% increase in sales, according to IBGE. However, the outlook for 2025 indicates 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 enhance the consumer experience and optimize internal processes. With extensive expertise in data and generative AI, BRLink has been supporting the retail sector in the transition to the public cloud, helping companies solve business challenges and drive operational efficiency.
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 allows 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 indicates that 46% of consumers are excited about generative AI in their online shopping and that 58% have already replaced traditional search engines with GenAI tools as a reference for product and service recommendations. "Consumers desire personalization and speed. 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. Define clear objectives. "Investing in AI should be aligned with business challenges such as demand forecasting, inventory management, and offer personalization."
2. Structure data intelligently. "The quality of data is crucial for 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 consumer behavior changes."
4. Ensure security and privacy. The intelligent use of data must be balanced with privacy protection strategies and compliance with regulations.
According to the executive, using 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 enable demand forecasting and more precise adjustment of product distribution. By analyzing historical data and behavioral patterns, it is possible to optimize inventory management, minimize losses, and ensure that the right products are available at the ideal time," explains.
Finally, the BRLink director highlights that among the trends for 2025 are the expansion of cashierless stores and the use of inventory robots and autonomous vehicles for delivery. Furthermore, mobile and contactless payments are expected to grow by 12.4% annually 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, security, and convenience. BRLink's commitment is to assist them in strategically positioning themselves in an increasingly dynamic and data-driven market," she concludes.
