Artificial intelligence (AI) is revolutionizing retail, both in customer experience and in optimizing internal operations, so Rander Souza , strategic director of digital and AI at Genesys, said this is especially true on the back end , with a notable impact in areas such as personalized recommendations, intelligent virtual experiences and the development of demand-based products.
“The key is how AI can analyze data in real time to offer hyper-personalized recommendations, which dramatically improves the shopping experience,” Souza said.
He added that AI integration not only benefits customer experience but also optimizes retailers’ internal operations.
Souza noted that AI has the ability to predict consumer trends and demand cycles , helping to reduce unnecessary inventories and prepare warehouses and points of sale for the next wave of consumption.
“This allows retailers to reduce operational costs and increase overall efficiency, although these improvements are not always directly visible to consumers,” he said.
The executive noted that this challenge for retailers lies in replicating digital personalization in physical stores .
“Empowering employees with AI-based tools allows them to provide more empathetic and contextualized care, achieving more meaningful interactions,” explained Souza.
He noted that this includes real-time recommendations based on customer preferences , ensuring that every conversation is orchestrated with empathy and understanding.
On the other hand, Souza warned that retailers that do not prioritize the adoption of AI technologies risk losing relevance in an increasingly competitive market.
“A negative experience can completely change the perception of a brand. Integrating AI can inspire loyalty and satisfaction, while failing to do so could result in customer loss and damage to the business,” Souza said.
Predictive analytics and real-time personalization
According to Souza, predictive analytics is one of the most powerful AI tools in retail , as it allows anticipating customer needs and behaviors, offering proactive solutions that improve both personalization and operational efficiency.
The specialist highlighted that the role of the predictive model allows retailers to interact with customers in real time, understanding risks such as shopping cart abandonment and mitigating potential losses.
“Building trust is critical. Retailers must invest in advanced security practices to protect customer data. Identity verification and multi-factor authentication methods are key tools to ensure security and foster consumer trust,” Souza said.
He also highlighted the importance of omnichannel to offer a fluid experience, so “retailers must implement integrated experience platforms that eliminate silos and allow for consistent interaction across all channels.”
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