Until recently, the competition in e-commerce was solely for traffic; now, the question dominating the behind-the-scenes of digital retail is different:"How to turn visitors into actual buyers?"It is in this scenario that theCRO (Conversion Rate Optimization), combined with artificial intelligence, has been gaining status as a strategic priority for brands and marketplaces.
According to McKinsey consulting, companies that implement advanced personalization already record 10% to 15% more revenue. In Brazil, the expectation is that e-commerce will grow by 15% still in 2025, driven precisely by automation and intelligence applied to the customer journey.
Rodrigo Garcia, executive director of thePetina Digital Solutions, it explains that the movement marks a change in mindset: "Attracting traffic is only half the journey. the real turning point happens when we use data and AI to personalize the experience, predict behaviors, and offer the right experience at the right time. That's what increases conversion and loyalty."
5 CRO strategies with AI that are accelerating sales
1 – Showcase that learns from the customer
"The digital showcase is no longer static: it responds to customer behavior. This personalization is the engine of conversion," says Garcia. AI algorithms analyze browsing, purchase history, and preferences to recommend products in real time. Platforms like SmartHint, Linx Impulse, and edrone already help Brazilian e-commerce businesses increase conversion rates by up to 30%.
2 – Intelligent product registration
Tools like ChatGPT and CopyMonkey automate the creation of titles, descriptions, and technical attributes on marketplaces such as Mercado Livre, Amazon, and Magalu. The result: fewer errors, more SEO, and faster publishing."Today, efficiency begins at the moment of registration. AI eliminates bottlenecks and enhances performance from the very first click," highlights the executive.
3 – Customized visual content
"Visual is no longer illustration, it's strategy. AI ensures that each creative is optimized for the context and the right consumer," explains Garcia. With computer vision and automated generation, images and videos are adapted according to the channel, format, and audience profile. What previously required high studio costs can now be done at scale.
4 – Predictive reports for quick decisions
Artificial intelligence cross-references data from ERPs, hubs, and sales platforms, generating dynamic reports with insights on revenue, inventory, seasonality, and competition. The difference is in the immediate action. "The reports are no longer just numbers: they have become advice that guides the business in real time," he states.
5 – Real-time competitor monitoring
With AI, marketplaces can now map competitors' prices, promotions, reviews, and descriptions in seconds. This allows for agile reactions and more precise strategies. "Competition is no longer an invisible threat. Technology gives us a complete and real-time view of the market," concludes Garcia.
The near future: testing, data, and speed
Garcia points out that theIntelligent A/B testingIt is already one of CRO's strongest weapons with AI. Layouts, cores, calls, and formats can be tested at scale, with continuous learning and near real-time results.
Another differential will be thedata unification across channels. Do CRM ao WhatsApp, do histórico de compra ao comportamento em loja física, tudo integrado em uma jornada omnicanal. "The store that manages to connect data and deliver continuous personalization will lead the market in the coming years," he projects.
