In recent years, the use of artificial intelligence (AI) in Brazilian retail has advanced significantly, reflecting an increasingly prevalent transformation in the sector's operations. According to the research Artificial Intelligence in Retail, conducted by Central do Varejo in 2024, 47% of retailers already adopt AI-based solutions. Among those who do not yet use the technology, 46% plan to implement it soon. This scenario indicates that digital transformation is now a practically inevitable reality in retail.
This movement, previously restricted to large chains, is beginning to consolidate among small and medium-sized retailers as well, driven by the democratization of data analysis tools, automation, and digital customer service.
In a scenario of tight margins and increasingly demanding consumers, technology has ceased to be a luxury and has become a strategy for survival and growth.
For Renato Rodrigues, CEO of Softcom, a leading company in management and artificial intelligence solutions for retail, the secret lies in understanding that the application of AI can and should happen in a practical and gradual manner. “Small retailers don't need to start with large investments. There are affordable solutions that deliver results within weeks,” he states.
The adoption of AI in retail goes through different stages. Initially, it helps automate repetitive tasks, such as inventory control, product replenishment, and price updates, freeing up the entrepreneur to focus on strategic decisions. Later, it becomes an ally in customer relationship management, through intelligent chatbots and recommendation systems capable of personalizing offers and increasing the chances of repeat purchases.
Another important advancement lies in data analysis. With AI support, retailers can predict demand, understand consumption patterns, and adjust marketing campaigns in real time, something that previously required specialized teams. The technology also enables the integration of physical and digital channels, unifying information from stores, e-commerce platforms, and marketplaces to build a comprehensive view of consumer behavior.
According to Renato, the main barrier is still the lack of knowledge about where to start. “AI has ceased to be a trend and has become part of the daily business routine. The challenge now is to empower business owners to use these tools intelligently and sustainably. Small advances, when well planned, can generate significant gains in competitiveness,” he reinforces.
In Brazil, where retail accounts for about 20% of the GDP, according to IBGE, the incorporation of technologies like AI and automation could represent an unprecedented leap in productivity. And, ultimately, the consumer also benefits, with more competitive prices, better service, and personalized shopping experiences.
The revolution has already begun. The future of Brazilian retail will be hybrid, connected, and, above all, intelligent.
