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 portion of Brazilian consumers believe that AI significantly improves the shopping experience: 44% of Generation Z, 53% ofmillennials and 43% ofbaby boomersIn this sense, AI agents represent a potential within companies and had a strong presence at NRF 2025, the largest event in the retail segment, held in New York.
The fair addressed two important global trends impacting retail – hyper-personalization of the shopping experience and strategic integration of intelligent agents into operational processes. As allies in the intense transformation of the sector, AI applications enable instant personalized campaigns and valuable interactions between retailers and consumers. The sophistication of AI agents has been identified as a rapid and precise capability for performing complex tasks and detailed business analyses, enhancing overloaded systems and overcoming potential challenges faced by organizations.
During the NRF, in an interview withTimes BrazilJuliana Bonamin, VP of Sales at Mondelez, said that artificial intelligence is already very present in Brazil, "AI is used to improve logistics efficiency and to capture consumer data, ensuring a better retail experience. Mondelez has invested heavily in technology in recent years and will continue to bet more and more, as well as acquire and explore other strategies to support gains in efficiency and productivity."
According to the NRF organization, it is estimated that digitally AI-influenced sales have already surpassed 60% earlier this year, compared to the same period in 2024. The increase is driven by hyper-personalization, assertive communication, quick decision-making, and automation of essential tasks such as customer service and stock replenishment.
In Brazil, Yalo, an intelligent sales platform, recently announced intelligent agents that recreate human sellers with artificial intelligence, designed to help companies develop a virtual workforce capable of personalizing interactions, optimizing processes, and enhancing the customer shopping experience. Soon, companies will be able to count on virtual workers equipped with AI as part of their teams, available 24/7.
The company operates in Latin America, serving major B2B clients such as Nestlé, Coca-Cola Femsa, Unilever, and Mondelez. With the aim of helping major brands boost their sales through omnichannel, Yalo develops a personalized sales strategy with its clients, in addition to highly trained AI virtual assistants.
"Intelligent agents provide personalized, comprehensive, and specific assistance, even with some obstacles such as cultural and economic differences in certain regions. We believe that the advantages of artificial intelligence applied to retail will ensure that potential challenges are overcome," explains Manuel Centeno, co-founder and General Manager Brazil of Yalo.
In 2025, supply chains will become even more adaptable, efficient, and resilient. The adoption of AI is enabling companies not only to track inventories more effectively but also to anticipate and adapt to potential disruptions before they become problems.
