*By Ariane Abreu, Director of Business and Partnerships at Total IP IA*
For retail, the second half of 2026 is full of busy dates. This period can be strategic for boosting sales, gaining new customers and strengthening relationships with consumers. However, in an increasingly digital market, offering discounts is no longer enough. The true competitive advantage lies in the ability to provide good service and guarantee a consistent experience, even in times of greatest demand.
The 2026 calendar illustrates this scenario well. Father's Day, on August 9th, Customer Day, on September 15th, Children's Day, on October 12th, Black Friday, on November 27th, and Christmas, on December 25th, attract millions of consumers across different channels. Each of these dates represents an opportunity for growth, especially for companies with a technological structure.
The purchasing journey has changed. Consumers search on social media, ask questions via WhatsApp, check prices on site, compare offers in marketplaces and often completes the purchase on another channel. He expects quick responses, constant availability and a seamless experience. When this doesn't happen, the purchasing decision can migrate to a competitor in a few minutes.
Automation enters precisely this scenario, it is no longer an optional resource but has become a strategic tool. The autonomy of artificial intelligence (AI) in service channels serves to prepare the operation to absorb peaks in service without compromising the quality of the experience.
Virtual agents are an example of this transformation. They can simultaneously serve thousands of consumers, answer frequently asked questions, inform delivery times, check orders, advise on products and forward specific cases to human teams when necessary. Meanwhile, employees are free to work in more complex and consultative situations, where the relationship makes all the difference.
Another important aspect is the integration between service channels. During commercial dates, consumers no longer distinguish between the physical and digital environments. He simply expects continuity. If you started a conversation on Instagram, you want to resume it on WhatsApp or on the phone without having to repeat all the information. Platforms omnichannel make this experience possible by bringing together the entire service history in a single environment.
AI also directly contributes to business strategies. Based on data analysis, it is possible to identify behavior patterns, personalize offers, suggest related products and anticipate demands. Instead of generic campaigns, retailers can deliver more relevant communications, increasing the chances of conversion and loyalty.
Another point that is often underestimated is operational planning. Many companies invest in advertising to attract consumers, but leave customer service until later. The result is usually known: virtual queues, delays in responses, cart abandonment and lost opportunities precisely at the moment when the brand is most visible.
Preparing the operation means reviewing flows, integrating systems, automating repetitive processes and ensuring customer satisfaction. This organization benefits both the consumer and internal teams, which act with more predictability and less overhead during periods of high demand.
Commercial dates will continue to be fundamental for the performance of Brazilian retail. The difference is that, increasingly, success will not only be defined by the best offer, but by the ability to serve quickly, intelligently and consistently.
