Based on technological advances in recent years, It's no news that A.I. capabilities (Artificial intelligence) are shaping the global retail shopping experience. But, a new study by the consultancy Brain & Company pointed out that Brazilians are among the consumers most engaged in this transformation. Driven by practicality, 62% already use AI, being that 18% say they use technology frequently.
The research also indicates that 64% of respondents see artificial intelligence as facilitating everyday tasks. Yet, 55% believe that AI can open up new job opportunities and 49% consider that the smart benefits outweigh the risks. Compared to other countries, these numbers are significant. US United States, for example, 95% of companies already use some type of generative AI, but just 35% of consumers confirm making this direct use.
Even so, research shows that even those who do not consider themselves active users already have contact with AI indirectly. Among the so-called emerging explorers, 66% have already used artificial intelligence resources without realizing it.
Connected and smart products
According to Lucas Brossi, partner at Brain and leader of the AI practice in South America, The adoption of devices that incorporate technology is also growing among consumers, like glasses, smart pendants and rings. The representative also highlights the importance of first users in disseminating these tools. “Generative AI has the potential to transform the customer experience and optimize retail operations, but success depends on a well-defined data strategy and a culture that values innovation”, says Brossi.
Challenges for AI in the Brazilian market
Despite membership, The biggest challenge for retail is accelerating the integration of users with technology, offering more intuitive shopping experiences, built in natural language and focused on the consumer. Among Brazilians who still do not actively use AI, the main barriers are distrust in sharing personal data (47%), the feeling of unpreparedness to use technology (44%) and the fear of replacement by machines (40%).
In addition to these questions, 34% of Brazilian respondents say they prefer to perform tasks manually, 30% mention privacy concerns and 26% question the accuracy of the answers — a sign that, despite the advance, There is still a path of trust to be followed.
