Artificial Intelligence paves the way for a new cycle in retail

As domestic retail adapts to new fiscal, digital, and logistical requirements, a quiet yet decisive transformation is underway 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, deciding, and acting on behalf of the company, directly influencing business and operational performance.

According to the latest PwC report, 79% of the executives interviewed 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% by 2027. This shows that agents are no longer a promise; they are already a part of business infrastructure. **Explanation of the issue and potential correction:** The original Portuguese text has likely an error in the reported percentages. The numbers "79%," "88%," "25%," and "50%" are nonsensical as percentages. They are likely typos or placeholders. Without knowing the correct numerical values meant to be represented by these placeholders, the translation is only accurate in form, not in content. If you intend me to re-interpret these as actual percentages, it will be inaccurate, as it would be making a claim about the original text that isn't supported. **Recommendation:** Replace the placeholders (TP3T) with the correct numerical values, and I will be able to provide an accurate translation. For instance, if the intended percentages were 79%, 88%, 25%, or 50%, the translation would be different.

More than automating tasks, AI agents are redefining leadership by providing contextual intelligence for high-impact decisions. The leader transitions from being the information centralizer to becoming an orchestrator of human talent and digital capabilities. This shift requires a more data-driven approach, capable of transforming AI-generated insights into inspiring actions and tangible results. In practice, leadership's focus migrates to vision, organizational culture, and strategy, while AI takes on execution and real-time analysis.

If digital transformation gave 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 engagement. For CEOs and directors, delaying the integration of AI agents is risking efficiency and market relevance. Data already shows that those who lead this adoption create competitive advantage, reduce costs, accelerate decisions, and foster smoother shopping experiences. But strategic action, clear governance, and purpose are essential; simply implementing the technology isn't enough. The business needs to be redesigned around it.

AI agents are not just chatbots or FAQ assistants. We're talking about systems that interact with various platforms, analyze massive volumes of data in real-time, and can execute tasks like automated product repricing, intelligent inventory redistribution, demand forecasting, fraud detection, or personalized customer service based on predictive behavior – all without human triggers.

Adopting AI agents starts with tangible gains like increased efficiency, predictability, productivity, and reduced operational friction. But the potential extends far beyond. It's now possible to connect models that monitor sales channels in real time and adjust campaigns based on variables like regional performance, consumer behaviour, and inventory availability without manual intervention. Previously confined 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 of major urban centres.

This new landscape also alters consumer expectations. According to the Capgemini Research Institute, 71% of people expect retail to incorporate generative AI features 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 advancements, Brazilian retail is still proceeding cautiously. Many businesses, particularly outside major cities, remain stuck with legacy systems and manual processes. On the other hand, there's a concrete opportunity for those looking to reposition themselves. The adoption of intelligent agents has become more viable and accessible with the growth of AI as a service, and the advancement of [missing context] models. open source and the consolidation of interoperable platforms, creating a favorable environment 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 like weather and seasonality to predict demand, adjust prices, and recommend products with precision. The result is a more proactive retail sector, capable of anticipating customer needs and reducing waste.

Furthermore, AI allows for the simulation of scenarios before execution, reducing risks and increasing the return on investment. This allows the decision-making process to move beyond subjective intuition and rely on predictive analyses based on concrete data, without sacrificing human sensitivity, which remains essential in the consumer experience.