If until recently the competition in e-commerce was only for traffic, now the question that dominates the backstage of digital retail is another: “How to turn visitors into real buyers?”. It is in this scenario that the CRO (Conversion Rate Optimization), combined with artificial intelligence, has been gaining strategic priority status for brands and marketplaces.
According to McKinsey, companies that apply advanced personalization already see 10% to 15% more revenue. In Brazil, e-commerce is expected to grow 15% by 2025, driven precisely by automation and intelligence applied to the customer journey.
Rodrigo Garcia, executive director of Petina Digital Solutions, explains that the movement marks a shift in mindset: “Attracting traffic is only half the battle. The real game-changer comes when we use data and AI to personalize the journey, predict behaviors, and deliver the right experience at the right time. That’s what increases conversion and loyalty.”
5 AI-Powered CRO Strategies That Are Accelerating Sales
1 – Showcase that learns from the customer
“The digital storefront 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 are already helping Brazilian e-commerce businesses increase conversion rates by up to 30%.
2 – Smart product registration
Tools like ChatGPT and CopyMonkey automate the creation of titles, descriptions, and technical attributes on marketplaces like Mercado Livre, Amazon, and Magalu. The result: fewer errors, improved SEO, and faster publishing. “Today, efficiency starts at the moment of registration. AI eliminates bottlenecks and boosts performance from the first click,” the executive emphasizes.
3 – Tailored visual content
“Visuals are no longer illustrations; they’re strategy. AI ensures that each creative is optimized for the right context and consumer,” explains Garcia. With computer vision and automated generation, images and videos are adapted according to channel, format, and audience profile. What once required high studio costs can now be done at scale.
4 – Predictive reporting for quick decisions
Artificial intelligence cross-references data from ERPs, hubs, and sales platforms, generating dynamic reports with insights into revenue, inventory, seasonality, and competition. The difference lies in immediate action. “Reports are no longer just numbers: they’ve become advice that guides the business in real time,” he states.
5 – Real-time competition monitoring
With AI, marketplaces can now map competitors’ prices, promotions, reviews, and descriptions in seconds. This enables agile reactions and more precise strategies. “Competition is no longer an invisible threat. Technology gives us a complete and evolving view of the market,” Garcia concludes.
The near future: testing, data, and speed
Garcia points out that the Intelligent A/B testing is already one of the strongest tools in AI-powered CRO. Layouts, colors, callouts, and formats can be tested at scale, with continuous learning and near-real-time results.
Another difference will be the cross-channel data unification. From CRM to WhatsApp, from purchase history to in-store behavior, everything is integrated into an omnichannel journey. “The store that can connect data and deliver continuous personalization will lead the market in the coming years,” he projects.
