NRF: AI-influenced sales have already exceeded 60%

In retail, the concept of a future related to the implementation of artificial intelligence is no longer a distant reality. Research...Стан підключеного клієнта ШІ", carried out by Salesforce Reveals that a large portion of Brazilian consumers believe AI significantly improves the shopping experience: 44% of Gen Z, 53% of [missing data]. Millennials Unfortunately, "e 43% dos" is not a complete or understandable phrase in any language. It's likely a code or abbreviation from a specific context (e.g., a product code, a file name, a database entry). To give you a proper translation, I need more context. Please provide the surrounding text or information about where this phrase appears. Baby BoomersIn this context, AI agents represent a potential within businesses and had a strong presence at the NRF 2025, the largest event in the retail sector, held in New York.   

The fair addressed two significant global trends impacting retail – the hyper-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 personalised campaigns and instant value interactions between retailers and consumers. The sophistication of AI agents was highlighted as a swift and precise capability for performing complex tasks and meticulous business analyses, enhancing overburdened systems and circumventing potential challenges faced by organisations.   

During the NRF, in an interview with Times BrazilJuliana Bonamin, VP of Sales at Mondelez, said that artificial intelligence is already very prevalent in Brazil. "AI is used to gain logistical efficiency and capture consumer data, ensuring a better retail experience. Mondelez has invested heavily in technology in recent years, and we will continue to invest even more, as well as acquiring and exploring other strategies to support efficiency and productivity gains."  

According to the NRF, digitally-influenced sales driven by AI are estimated to have already surpassed 60% earlier this year, compared to the same period in 2024. This increase is being fuelled by hyper-personalisation, assertive communication, rapid decision-making, and the automation of essential tasks, such as customer service and stock replenishment.  

In Brazil, Yalo, an intelligent sales platform, recently announced intelligent agents that recreate human salespeople with artificial intelligence, designed to help companies develop a virtual workforce capable of personalising interactions, optimising processes, and improving the customer buying experience. Soon, businesses will be able to have virtual workers powered by AI as part of their teams, available 24/7.  

The company operates in Latin America, serving major B2B clients such as Nestlé, Coca-Cola Femsa, Unilever, and Mondelez. Aiming to help large brands boost their omnichannel sales, Yalo develops a personalized sales strategy with its clients, alongside highly trained AI virtual assistants.  

Smart agents provide personalised, comprehensive and specific assistance, even with some obstacles, such as cultural and economic differences in certain regions. We believe that the advantages of artificial intelligence applied to retail will overcome any potential challenges,” explains Manuel Centeno, co-founder and General Manager Brazil of Yalo.  

In 2025, supply chains must become even more adaptable, efficient, and resilient. Adoption of AI is allowing businesses not only to track stock more effectively, but also to anticipate and adapt to potential disruptions before they become problems.