In retail, the concept of the future related to the implementation of artificial intelligence is no longer a distant reality. The research “State of the AI Connected Customer”, carried out bySalesforce, reveals that a large part of Brazilian consumers believes that AI significantly improves the shopping experience: 44% of Generation Z, 53% ofmillennials and 43% ofbaby boomers. In this sense, AI agents represent a potential within companies and had a strong presence at the NRF 2025 edition, the largest event in the retail segment, held in New York.
The fair addressed two important global trends that impact retail – the personalization of the shopping experience and the strategic integration of intelligent agents in operational processes. Allies in the intense transformation of the sector, AI applications enable the personalization of campaigns and instant value interactions between retailers and consumers. The sophistication of AI agents has been pointed out as a fast and precise capability for carrying out complex tasks and detailed business analyses, enhancing overloaded systems and circumventing potential challenges faced by organizations.
During the NRF, in an interview withTimes Brazil, Juliana Bonamin, VP of Sales at Mondelez, said that artificial intelligence is already very present in Brazil, AI is used for gains in logistical efficiency and in capturing consumer data, ensuring a better experience in retail. Mondelez has invested heavily in technology in recent years and we will continue to bet more and more on it, in addition to acquiring and exploring other strategies to support the gain of efficiency and productivity.
According to the organization of the NRF, it is estimated that digitally influenced sales by AI have already surpassed 60% at the beginning of this year, in comparison with the same period of 2024. The increase is driven by hyper-personalization, assertive communication, speed in decision-making and automation of essential tasks, such as customer service and restocking.
In Brazil, a Yalo, intelligent sales platform, recently announced intelligent agents that recreate human salespeople with artificial intelligence, designed to help companies develop a virtual workforce, capable of personalizing interactions, optimize processes and improve the customer shopping experience. Soon, companies will be able to rely on virtual workers equipped with AI as part of their teams, disponíveis 24/7.
The company operates in Latin America, serving large B2B clients such as Nestlé, Coca-Cola Femsa, Unilever and Mondelez. With the aim of helping large brands boost their sales in an omnichannel way, Yalo develops a personalized sales strategy with its clients, in addition to the highly trained AI virtual assistants.
Intelligent agents provide personalized assistance, complete and specific, even with some obstacles, such cultural and economic differences in some regions. We believe that the advantages of artificial intelligence applied to retail will overcome the possible challenges, explain Manuel Centeno, co-founder and General Manager Brazil of Yalo.
In 2025, supply chains must become even more adaptable, efficient and resilient. The adoption of AI is enabling companies to not only track inventories more effectively, but also anticipate and adapt to possible disruptions before they become problems
