Generative artificial intelligence has arrived in an overwhelming way, sparking curiosity, generating doubts and, in many cases, provoking fears. For those who work in retail and e-commerce, the challenge is even greater: how to incorporate the technology into daily life without compromising creativity, strategy or data security? The answer may lie precisely in understanding AI not as a threat, but as a powerful ally, capable of optimizing operational tasks, accelerating processes and supporting smarter decisions.
Here are five practical ways to use this technology in e-commerce efficiently and confidently, leveraging its best features without sacrificing the human touch that drives business.
1 – Using AI as a “super-trainee,” not as an enemy.
AI doesn't need to be seen as a threat. On the contrary, we should imagine it as a "super-intern"—one who works quickly, has boundless energy, and is always available.
It can automate operational tasks, organize information, draft campaigns, suggest product descriptions, and generate insights based on trends, all in seconds. This frees up time to focus on what really matters: thinking strategically, making data-driven decisions, and investing more in creativity.
2 – Testing is part of the adoption curve.
Nobody is born knowing how to use artificial intelligence, and it's not necessary to master everything to get started. It's possible to experiment with tools in everyday life, even if still hesitant or discreetly, as many professionals and leaders already do. The most important thing is to take the first steps: test a prompt, generate an idea, ask for a suggestion. If it works, excellent. If not, it serves as a learning experience for the next attempt. Just as happened with other transformative technologies, such as social networks or email automation, AI also requires an adaptation period. In this initial phase, curiosity and humility count more than perfection.
3 - Validating everything is essential.
AI is great for speed, but it doesn't replace a critical eye. It can generate texts, campaign ideas, copy suggestions, and even layout variations. But the responsibility for the final delivery remains human. This means that it's always necessary to review, adjust, and validate. Experience, knowledge of the audience, the brand, and the sales channel remain essential. Artificial intelligence offers a starting point, but quality and true relevance only emerge when critical analysis and the human touch come into play.
4 – Enhancing campaigns: data + AI = intelligent segmentation
The combination of business data and artificial intelligence can boost digital marketing campaigns. Based on purchase profiles, browsing behavior, and feedback, AI generates targeting suggestions, ad ideas, text variations, and even behavioral predictions. In retail, this proves especially useful in Retail Media , with ads displayed within the sales platforms themselves, such as marketplaces. The technology allows for the identification of performance bottlenecks in real time, testing of personalized approaches for specific niches, and adjustment of campaigns with greater agility. The more quality information provided to the AI, the better the results tend to be.
5 - Creativity doesn't die with AI — it multiplies.
AI doesn't replace creative vision, but it expands possibilities. It allows for testing new approaches more quickly, generating variations of content for different audiences, and visualizing ideas that might not arise spontaneously. It's also possible to transform abstract concepts into images, sketches, or prototypes with just a few commands. The key difference lies in knowing what to ask for and how to interpret what is generated, something that requires expertise, clarity of objectives, and human sensitivity—qualities that no technology, however advanced, can fully reproduce.
