Artificial Intelligence paves the way for a new cycle in retail

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

According to PwC's latest report, 79% of surveyed executives state that their companies already use AI agents, and 88% intend to increase investments in AI in the next 12 months. In another survey, Deloitte projects that 25% of companies will adopt agents by 2025, reaching 50% by 2027. This demonstrates that agents are no longer a promise; they are already part of business infrastructure.

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

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

From operational gain to applied intelligence

Retail is now entering the era of intelligent digital operations. For CEOs and directors, postponing the integration of AI agents is to risk efficiency and relevance in the market. 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 is necessary to act with strategy, governance, and a clear purpose; it's not enough to just implement the technology, it's essential to redesign the business around it.

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

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

This new scenario also changes 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 logic of consumption.

Are Brazilian retailers ready?

Despite recent advancements, Brazilian retail is still proceeding with caution. Many businesses, especially outside major urban centers, remain tied to 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, the advancement of models open source and the consolidation of interoperable platforms, creating a favorable scenario for anyone who wants to start now.

In retail, where tight margins and agility define competitiveness, AI is revolutionizing the entire operational journey, from inventory planning to personalized customer 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.

Additionally, AI enables scenario simulation before execution, reducing risks and increasing return on investment. As a result, the decision-making process no longer relies on subjective intuitions, but instead on predictive analyses based on concrete data, without abandoning human sensitivity, which is still essential in the consumer experience.