AI in e-commerce: how to apply technology to sell more and reduce costs

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

"We're experiencing a revolution as big as the beginning of the internet. Artificial intelligence isn't a passing trend; it's 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 see a 10% to 12% increase in revenue. Those who know how to apply it strategically will come out ahead," says Fábio Ludke, an expert at Ecommerce na Prática.

Check out five practical ways to use AI to help your e-commerce grow:

1. Optimize product titles and descriptions: AI has already changed the way 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 titles with keywords, but rather on understanding natural language and what the customer really wants to find. This is what improves rankings and increases conversions," explains Ludke.
2. Implement conversational assistants and intelligent search: the shopping experience is increasingly conversational. Solutions like Nuvem Chat and Amazon Rufus allow customers to ask complex questions and receive personalized recommendations in real time. "Consumers want to talk to brands, not just click through menus. AI makes service more human and direct, reducing friction and increasing engagement," says the expert.
3. Simplify review and comment analysis: Reading and interpreting reviews is one of the most influential factors in purchasing decisions, but also one of the most time-consuming tasks for consumers. AI is solving this problem by automatically synthesizing large volumes of reviews into actionable insights, highlighting recurring patterns and perceptions. "Sentiment analysis tools like Google Natural Language allow us to immediately understand what customers value and what needs improvement. This helps entrepreneurs act based on real data, not just isolated impressions," emphasizes Ludke.
4. Invest in personalized sizes and recommendations: AI models already combine 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 exchanges and increase satisfaction. "Personalization means providing security. When the customer feels that the product was tailored for them, loyalty naturally follows," 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. In addition to protecting cash flow, it allows entrepreneurs to focus on strategy and business growth," adds Ludke.

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