AI consolidates as engine of the new retail economy

In recent years, the use of artificial intelligence (AI) in Brazilian retail has advanced significantly, reflecting an increasingly present transformation in the operations of the sector Artificial Intelligence in Retail, held by Central do Retail in 2024, 47% of retailers already adopt AI-based solutions. Among those who do not yet use the technology, 46% plan to implement it soon. This scenario indicates that digital transformation is now a virtually inevitable reality in retail.

The movement, previously restricted to large networks, is also beginning to consolidate among small and medium-sized retailers, driven by the democratization of data analysis tools, automation and digital service.

In a scenario of tight margins and increasingly demanding consumers, technology has gone from being a luxury to becoming a strategy for survival and growth.

For Renato Rodrigues, CEO of Softcom, a reference company in management solutions and artificial intelligence aimed at retail, the secret is to understand that the application of AI can and should happen in a practical and gradual way.“The small shopkeeper does not need to start with large investments. There are affordable solutions that already bring results in WEEKS”, he says.

The adoption of AI in retail goes through different stages. At the beginning, it helps to automate repetitive tasks, such as inventory control, product replenishment and price updating, freeing the entrepreneur to focus on strategic decisions. Then, it becomes an ally in the relationship with the customer, through intelligent chatbots and recommendation systems capable of customizing offers and increasing the chances of repurchase.

With support from AI, retailers can predict demands, understand consumption patterns and adjust marketing campaigns in real time, something that previously required specialized teams.The technology also allows integrating physical and digital channels, unifying information from stores, e-commerce and marketplaces to build a complete view of consumer behavior.

According to Renato, the main barrier is still the lack of knowledge about where to start.“A AI is no longer a trend and has become part of the day-to-day business. The challenge now is to empower the entrepreneur to use these tools intelligently and sustainably. Small advances, when well planned, can generate significant gains in competitiveness”, he reinforces.

In Brazil, where retail accounts for about 20% of GDP, according to IBGE, the incorporation of technologies such as AI and automation can represent an unprecedented productivity leap.

The future of Brazilian retail will be hybrid, connected and, above all, intelligent.