Mother's Day 2026: retail intensifies use of AI to ensure conversion in the final stretch of the date that bills R$ 11 billion

With Mother's Day just five days away, Brazilian retail needs to dive into surgical execution. The projection of the Brazilian Association of Intelligence in Commerce (Abiacom) points to a turnover of R$ 11 billion in e-commerce 10.8% (TWO), but success in this final stretch depends on a specific ability: convert the consumer who searches and compares until the last minute.

In this scenario, Artificial Intelligence has gone from being a long-term trend to becoming the profit margin “resgate” tool, according to Zenvia, a technology company that offers complete Artificial Intelligence (AI) solutions for the customer experience. 

“The retailer that does not use AI to identify purchase intent at the exact moment of the click is leaving room on the table.The 2026 consumer has a complex hybrid journey, oscillating between online and offline. If the brand is not relevant now, in the decisive week, it loses the customer to the competition that is offering a less fussy” experience, analyzes Gilsinei Hansen, VP of Business at Zenvia.

WhatsApp as a conversion engine

In the countdown to the date, communication needs to be conversational. The integration of AI to customer management systems (CRM) raises automated service to the level of an active digital seller. The new frontier of this strategy is AI agents, who operate autonomously to orchestrate complete journeys, from proactive recommendation to the completion of the sale, solving complex problems without the need for human intervention at each step. When the system detects hesitation, it does not just wait 'it intervenes, clarifying logistical doubts or offering real-time closing conditions.

“We are seeing an important transition: WhatsApp has gone from being just a support channel to becoming the biggest sales closing tool. By integrating AI with CRM, we have been able to use customer history to send an assertive recommendation at the exact moment when it is almost abandoning the cart. This is hyper-personalization at scale: we humanize technology so that the sales team can focus on what really requires human empathy”, explains Hansen.

Action for the final days

For the retailer looking to optimize the result by next Sunday, the strategy requires pragmatism.It is not time for new implementations, but to extract maximum value from what is already structured.

“For those who are in the final days of the campaign, the message is direct: do not seek new implementations, focus on optimizing what already exists. Identify abandoned carts in the last 48 hours and activate a communication via WhatsApp focused on solution, not only on promotion. Sustainable growth is born from experiences that solve real problems, generate measurable value and strengthen the relationship with the customer. Who demonstrate technological agility now, will ensure the conversion that separates profit from loss on this date”, concludes the executive.