A study released by the National Retail Federation (NRF) predicts that in 2025, more than 60% of digital sales will be influenced by artificial intelligence (AI) agents. This means that chatbots, virtual assistants, recommendation systems, and predictive algorithms will play a key role in consumers' purchasing decisions, redefining the digital retail experience.
These innovations streamline the purchasing process, increasing conversion rates and improving the consumer experience. According to Paulo Camargo, executive director of iTalents – a technology development startup focused on retail – the use of AI in e-commerce is already a reality.
"The customization of the shopping experience has always been a goal — and also a challenge — in online retail. With the advancement of AI, new ways to customize this journey have emerged. Intelligent systems now connect to e-commerce platforms to analyze browsing patterns, purchase history, and preferences, offering highly personalized suggestions through conversational interactions, which increases conversion rates," he explains.
Artificial intelligence is not only revolutionizing the end consumer experience (B2C), but also reshaping the B2B market and marketplaces. Companies operating in this segment already use AI solutions to analyze data, predict demand, and optimize inventories. As negotiations become faster and more precise, minimizing errors, reducing waste, and optimizing operational efficiency.
"Another fundamental aspect of AI in B2B is the automation of repetitive processes, such as contract analysis, customer service, and collections management. Chatbots and specialized virtual assistants are already used to answer technical questions, expedite quotes, and facilitate complex negotiations. This allows professionals to focus on tactical and strategic activities, while technology optimizes operational tasks," points out Paulo.
The balance between digital personalization and humanized service will be a key factor in maintaining customer loyalty. Furthermore, issues related to privacy and data security remain a central concern in the sector, requiring regulations and best practices in the implementation of these technologies.
While online sales are growing, both in marketplaces and in own online stores, there is a decline in brick-and-mortar retail. According to the Stone Retail Index (IVS), digital commerce showed an annual growth of 7.7%, while physical commerce experienced an annual decline of 2.1%. This movement is already evident in sectors such as fashion, electronics, and even supermarkets, where the digital experience is gradually replacing the traditional model.
Despite this scenario, brick-and-mortar retail will not disappear completely. However, he will need to reinvent himself to keep up with the new consumer behavior. Hybrid models, such as omnichannel – where physical stores serve as pickup points, experience centers, or logistics hubs – may be the key to brand survival, especially for retail store franchise systems that also sell online.
"AI must advance even further in digital retail, with shopping assistants and hyper-personalized recommendations elevating the consumer experience. In the beverage sector, for example, preferences, budget, and purpose already influence the choice of product and channel. The future of retail depends on companies adapting to an increasingly technology- and AI-driven landscape, which enhances personalization and convenience," concludes the director of iTalents.
