ARTICLE – FECOMERCIOSP
AI IN RETAIL
Data protection consultant at Federation of Trade in Goods, Services and Tourism of the State of São Paulo (FecomercioSP)
Data, algorithms, and Artificial Intelligence (AI) bring more efficiency to retail, with reduced costs and increased quality in customer service; improvements in stock control and replenishment practices; faster deliveries; intelligent transport systems; hyper-personalized customer service; and targeted advertising and marketing.
Around 70% of Customer Experience (CX) leaders are redesigning the customer journey using tools such as generative AI, with real benefits: 83% of those using the technology report a positive return on investment (ROI) (Zendesk). There are, however, ethical, and legal challenges that need to be addressed. In Brazil, we believe that there should be no regulatory urgency, especially given the risk of impact on innovation.
Companies are beginning to adopt good AI governance practices that go far beyond mitigating legal risks. Gartner predicts that by 2026, organizations that operate AI ethically and responsibly will see their models achieve a 50% improvement in business results and user acceptance.
The priority must be to develop an action plan to qualify and retrain the workforce, with resources and infrastructure to create ecosystems around human capacity, as well as lowering the barrier to entry for small and medium-sized businesses.
Sorce: Eletrolar News Ed. 160
