Artificial Intelligence paves the way for a new cycle in retail

As Brazilian retail adapts to new fiscal, digital, and logistical requirements, a silent but decisive transformation is beginning to unfold with the arrival of autonomous Artificial Intelligence (AI) agents. More than just support tools, these systems are beginning to operate as intelligent digital resources, capable of learning, making decisions, and acting on the company's behalf, directly influencing commercial and operational performance.

According to PwC's latest report, 791% of the executives surveyed state that their companies already use AI agents, and 88% intend to increase AI investments in the next 12 months. In another survey, Deloitte projects that 25% of companies will adopt agents by 2025, reaching 50% in 2027. This demonstrates that agents are no longer a promise; they are already part of the business infrastructure.

More than just automating tasks, AI agents are redefining leadership by offering contextual intelligence for high-impact decisions. Leaders are no longer centralizing information but orchestrating human talent and digital capabilities. This shift requires a more data-driven approach, capable of transforming AI-generated insights into inspiring actions and concrete results. In practice, leadership's focus shifts to vision, organizational culture, and strategy, while AI takes over execution and real-time analysis.

If digital transformation has given businesses scale and visibility, AI agents are taking retail to a new level: computational autonomy. The difference is profound, but also strategic.

From operational gain to applied intelligence

Retail is now entering the era of intelligent digital performance. For CEOs and directors, delaying the integration of AI agents risks efficiency and market relevance. Data already indicates that those who lead this adoption create a competitive advantage, reduce costs, accelerate decisions, and promote more fluid shopping experiences. But it's necessary to act with strategy, governance, and a clear purpose. It's not enough to simply implement the technology; it's necessary to redesign the business around it.

AI agents aren't just chatbots or FAQ assistants. We're talking about systems that interact with different platforms, analyze large volumes of data in real time, and can perform tasks such as automatic product repricing, intelligent inventory redistribution, demand forecasting, fraud detection, or personalized service based on predictive behavior, without relying on human input.

The adoption of artificial intelligence agents begins with tangible gains such as increased efficiency, predictability, productivity, and reduced operational friction. But the potential goes beyond that. It's now possible to connect models that monitor sales channels in real time and adjust campaigns based on variables such as regional performance, consumer behavior, and inventory availability without manual intervention. Previously restricted to robust centralized intelligence structures, these capabilities are now enabled by cloud solutions and the advancement of AI as a service, accessible even to networks operating outside major hubs.

This new scenario also changes consumer expectations. According to the Capgemini Research Institute, 711% of people expect retailers to incorporate generative AI capabilities into their shopping experiences. And 58% already prefer recommendations made by these agents to traditional search engines. More than a technological choice, the incorporation of AI becomes a strategic response to the new consumer logic.

Are Brazilian retailers ready?

Despite recent advances, Brazilian retail is still moving cautiously. Many businesses, especially outside major cities, remain stuck with legacy systems and manual processes. On the other hand, there is a concrete opportunity for those looking to reposition themselves. The adoption of intelligent agents has become more viable and accessible with the rise of AI as a service and the advancement of models. open source and the consolidation of interoperable platforms, creating a favorable scenario for those who want to start now.

In retail, where tight margins and agility define competitiveness, AI is revolutionizing the entire operational journey, from inventory planning to personalized service. Intelligent agents analyze consumer behavior, purchase history, local trends, and even external variables such as weather and seasonality to predict demand, adjust prices, and accurately recommend products. The result is more proactive retail, capable of anticipating customer needs and reducing waste.

Furthermore, AI allows for scenario simulations before executing them, reducing risk and increasing return on investment. This shifts the decision-making process away from subjective intuition and toward predictive analysis based on concrete data, without sacrificing human sensitivity, which remains essential to the customer experience.