{"id":29179,"date":"2024-07-02T12:13:21","date_gmt":"2024-07-02T15:13:21","guid":{"rendered":"https:\/\/feninjer.com.br\/?p=29179"},"modified":"2024-07-02T12:13:24","modified_gmt":"2024-07-02T15:13:24","slug":"no-brasil-47-dos-varejistas-ja-utilizam-ia-focando-em-marketing-e-vendas","status":"publish","type":"post","link":"https:\/\/feninjer.com.br\/?p=29179","title":{"rendered":"No Brasil, 47% dos varejistas j\u00e1 utilizam IA, focando em marketing e vendas"},"content":{"rendered":"\n

Segundo levantamento da Central do Varejo, 46% do setor planeja adotar a tecnologia em breve<\/em><\/h4>\n\n\n\n

<\/p>\n\n\n\n

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Imagem de rawpixel.com no Freepik<\/a><\/figcaption><\/figure>\n\n\n\n

Por Andr\u00e9 Lopes*<\/p>\n\n\n\n

O estudo \u2018Intelig\u00eancia Artificial no Varejo\u2019, da Central do Varejo, conduzido entre abril e junho de 2024 com 307 varejistas brasileiros, revelou dados significativos sobre a ado\u00e7\u00e3o e o impacto dessa tecnologia no setor. De acordo com a pesquisa, 47% dos varejistas j\u00e1 utilizam IA, enquanto 53% ainda n\u00e3o implementaram essa tecnologia, mas muitos est\u00e3o atentos \u00e0s suas possibilidades.<\/p>\n\n\n\n

Entre os que n\u00e3o utilizam IA, 46% demonstram inten\u00e7\u00e3o de adotar a tecnologia, enquanto 47% ainda est\u00e3o avaliando o tema. Apenas 7% dos entrevistados pretendem continuar operando sem IA. A principal barreira identificada \u00e9 a falta de conhecimento (52%), seguida pela falta de infraestrutura (26%) e d\u00favidas sobre o retorno sobre investimento (25%).<\/p>\n\n\n\n

Para os varejistas que j\u00e1 incorporaram IA em suas opera\u00e7\u00f5es, a maior parte das aplica\u00e7\u00f5es est\u00e1 concentrada em marketing e vendas. As principais \u00e1reas de utiliza\u00e7\u00e3o incluem atendimento ao cliente via chatbots (56%), cria\u00e7\u00e3o de conte\u00fado de marketing (50%), personaliza\u00e7\u00e3o da experi\u00eancia do cliente (36%) e an\u00e1lise de tend\u00eancias (34%). Outros usos relevantes incluem automatiza\u00e7\u00e3o de relat\u00f3rios (25%) e preven\u00e7\u00e3o a fraudes (22%).<\/p>\n\n\n\n

A frequ\u00eancia de uso da IA \u00e9 alta entre os varejistas que adotaram a tecnologia, com 58% utilizando diariamente. No entanto, os investimentos ainda s\u00e3o relativamente modestos: 56% gastam at\u00e9 R$ 10 mil por ano, e apenas 24% investem acima de R$ 150 mil anualmente.<\/p>\n\n\n\n

Os benef\u00edcios percebidos da IA s\u00e3o not\u00e1veis. A maioria dos varejistas relatou aumento de efici\u00eancia (84%) e redu\u00e7\u00e3o de custos (42%). Al\u00e9m disso, 39% observaram melhorias na satisfa\u00e7\u00e3o do cliente e 36% registraram aumento nas vendas. No entanto, um ter\u00e7o dos varejistas ainda n\u00e3o v\u00ea resultados financeiros diretos, embora mais da metade perceba uma redu\u00e7\u00e3o de custos.<\/p>\n\n\n\n

A satisfa\u00e7\u00e3o com a IA \u00e9 alta, com 89% dos usu\u00e1rios satisfeitos com os resultados. Entre as \u00e1reas de interesse futuro, destacam-se a gera\u00e7\u00e3o de conte\u00fado para marketing e e-commerce, previs\u00e3o de demanda e personaliza\u00e7\u00e3o da experi\u00eancia do cliente. Para que mais varejistas adotem a IA, o estudo aponta a necessidade de solu\u00e7\u00f5es mais acess\u00edveis, f\u00e1cil implanta\u00e7\u00e3o e maior clareza sobre o retorno do investimento.<\/p>\n\n\n\n

O estudo conclui que a intelig\u00eancia artificial no varejo brasileiro est\u00e1 em uma trajet\u00f3ria ascendente, com um grande potencial de transformar o setor, principalmente nas \u00e1reas de marketing, atendimento ao cliente e otimiza\u00e7\u00e3o de opera\u00e7\u00f5es.<\/p>\n\n\n\n

*Andr\u00e9 Lopes para Exame<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Segundo levantamento da Central do Varejo, 46% do setor planeja adotar a tecnologia em breve Por Andr\u00e9 Lopes* O estudo \u2018Intelig\u00eancia Artificial no Varejo\u2019, da Central do Varejo, conduzido entre abril e junho de 2024 com 307 varejistas brasileiros, revelou dados significativos sobre a ado\u00e7\u00e3o e o impacto dessa tecnologia no setor. De acordo com a […]<\/p>\n","protected":false},"author":11,"featured_media":29180,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":"","_links_to":"","_links_to_target":""},"categories":[135,103],"tags":[],"class_list":["post-29179","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tecnologia","category-tendencias"],"yoast_head":"\nNo Brasil, 47% dos varejistas j\u00e1 utilizam IA, focando em marketing e vendas - FENINJER+ 2026 | A Maior Feira de Joias da Am\u00e9rica Latina<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/feninjer.com.br\/?p=29179\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"No Brasil, 47% dos varejistas j\u00e1 utilizam IA, focando em marketing e vendas - FENINJER+ 2026 | A Maior Feira de Joias da Am\u00e9rica Latina\" \/>\n<meta property=\"og:description\" content=\"Segundo levantamento da Central do Varejo, 46% do setor planeja adotar a tecnologia em breve Por Andr\u00e9 Lopes* O estudo \u2018Intelig\u00eancia Artificial no Varejo\u2019, da Central do Varejo, conduzido entre abril e junho de 2024 com 307 varejistas brasileiros, revelou dados significativos sobre a ado\u00e7\u00e3o e o impacto dessa tecnologia no setor. 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