In retail, the concept of the future related to the implementation of artificial intelligence has already ceased to be a distant reality. The research "Estado do Cliente Conectado de IA”, carried out bySalesforce, reveals that a large part of Brazilian consumers believe that AI significantly improves the shopping experience: 44% of Generation Z, 53% dosmillennialse 43% dosbaby boomers. In this sense, AI agents represent a potential within companies and had a strong presence at NRF 2025 edition, the biggest event in the retail sector, carried out in New York.
The fair addressed two important global trends impacting retail – a personalisation of the shopping experience and the strategic integration of intelligent agents into operational processes. Allied in the intense transformation of the sector, AI applications enable instant personalized campaigns and interactions of value between retailers and consumers. The sophistication of AI agents has been identified as a rapid and precise capability for performing complex tasks and thorough business analyses, improving overloaded systems and overcoming potential challenges faced by organizations.
During the NRF, in an interview withTimes Brazil, Juliana Bonamin, VP of Sales at Mondelez, he said that artificial intelligence is already very present in Brazil, AI is used for gains in logistics efficiency and consumer data capture, ensuring a better retail experience. Mondelez has been investing heavily in technology in recent years and we will continue to bet more and more, besides acquiring and exploring other strategies to support increased efficiency and productivity.
According to the organization of the NRF, It is estimated that digitally AI-influenced sales already exceeded 60% at the beginning of this year, compared to the same period in 2024. The increase is driven by hyper-personalization, assertive communication, speed in decision making and automation of essential tasks, customer service and stock replenishment.
In Brazil, a Yalo, intelligent sales platform, recently announced intelligent agents that recreate human sellers with artificial intelligence, designed to help companies develop a virtual workforce, capable of personalizing interactions, optimize processes and improve the customer's shopping experience. Soon, companies will be able to count on virtual workers equipped with AI as part of their teams, disponíveis 24/7.
The company operates in Latin America, serving large B2B clients like Nestlé, Coca-Cola Femsa, Unilever and Mondelez. With the aim of helping major brands boost their sales in an omnichannel way, Yalo develops a personalized sales strategy with its clients, besides heavily trained AI virtual assistants.
The intelligent agents provide personalized assistance, completo e específico, even with some obstacles, como diferenças culturais e económicas em algumas regiões. We believe that the advantages of artificial intelligence applied to retail will ensure that potential challenges are overcome, explain Manuel Centeno, co-founder and General Manager Brazil of Yalo.
In 2025, supply chains must become even more adaptable, efficient and resilient. The adoption of AI is enabling companies not only to track inventories more effectively, but also anticipate and adapt to possible disruptions before they become problems
