AI in e-commerce: how to apply technology to increase sales and reduce costs

Artificial Intelligence is already impacting e-commerce at all levels, from how products are presented to how customers discover, compare, and decide what to buy. Platforms like Nuvemshop, which invested over R$ 50 million in AI solutions in 2025, are increasingly innovating with these technologies for entrepreneurs. According to Ecommerce in Practice, the global leader in e-commerce education, this scenario represents a new era of opportunities for those who wish to innovate and scale their operations more efficiently.

“We are living through a revolution as significant as the dawn of the internet. Artificial intelligence is not a passing trend; it is a tool that redefines how people consume, search, and interact with brands. For reference, according to a study by Sellers Commerce, companies that adopt AI-based strategies record between 10% and 12% increase in revenue. Those who know how to apply it strategically will come out ahead,” states Fábio Ludke, an expert at Ecommerce na Prática.

Check out five practical ways to use AI as an ally for your e-commerce growth:

1. Optimize product titles and descriptions: AI has already changed how consumers discover products online. Tools like Amazon AI, ChatGPT, and Copy.ai can generate dynamic titles and descriptions that adapt to the customer's search intent. “Today, the focus is no longer on stuffing the title with keywords, but rather on understanding natural language and what the customer actually wants to find. This is what improves ranking and increases conversions,” explains Ludke.
2. Implement conversational assistants and intelligent search: The shopping experience is becoming increasingly conversational. Solutions like Nuvem Chat and Amazon Rufus allow customers to ask complex questions and receive personalized recommendations in real-time. “The consumer wants to converse with brands, not just click on menus. AI makes customer service more human and direct, reducing friction and increasing engagement,” states the expert.
3. Simplify the analysis of reviews and comments: Reading and interpreting reviews is one of the factors that most influences purchasing decisions, but it is also one of the most time-consuming tasks for the consumer. AI is solving this problem by automatically synthesizing large volumes of comments into practical insights, highlighting the most recurring patterns and perceptions. “Sentiment analysis tools like Google Natural Language allow for an immediate understanding of what customers value and what needs improvement. This helps entrepreneurs act based on real data, not just isolated impressions,” highlights Ludke.
4. Invest in size personalization and recommendations: AI models already cross-reference information on returns, measurements, and purchasing patterns to suggest the ideal size and even fit adjustments. Technologies like Vue.ai and Fit Finder help fashion brands reduce returns and increase satisfaction. “To personalize is to deliver confidence. When the customer feels the product was made to measure for them, loyalty happens naturally,” explains the expert.
5. Prevent fraud and gain operational efficiency: Behind the scenes, AI is also revolutionizing security. Gateways and marketplaces already use predictive technology to identify suspicious patterns and automatically block scams. “Fraud is an invisible cost, and AI is a powerful ally in prevention. Besides protecting cash flow, it allows the entrepreneur to focus on strategy and business growth,” concludes Ludke.

For the expert, the intelligent use of AI is what will separate common businesses from truly innovative operations. “The tools are accessible to everyone, but the differentiator lies with those who understand the purpose behind them. AI is the ideal partner for those seeking efficiency, personalization, and sustainable growth,” he concludes.