Artificial intelligence already influences purchases of more than half of Brazilians

Mais of half of Brazilian consumers have already made at least one purchase guided by artificial intelligence recommendations. The survey by Branddi, a company specializing in brand protection in the digital environment, interviewed 500 consumers from all regions of the country and revealed the growing impact of this technology on purchasing decisions.

Data shows that AI is no longer a distant trend. Ela is integrated into the consumption routines of a large part of the Brazilian urban population, from product suggestions on e-commerce platforms to recommendations on social networks and shopping apps.

Como AI influences purchasing decisions

Artificial intelligence works as a virtual assistant that analyzes browsing history, previous preferences and the behavior of similar users to recommend products. Plataformas like Amazon, Mercado Livre and Shein use sophisticated algorithms to personalize recommendations in real time.

Learn more: Research reveals that Galaxy S27 Ultra surpasses iPhone 18 Pro in user preference

The mechanism operates by collecting data on clicks, viewing time, cart abandonment and completed purchases. With this information, the systems create preference profiles that guide new suggestions. Quanto the more a user interacts with the platform, the more precise the customization becomes.

The effectiveness of these recommendations explains the mass adoption. Muitos consumers report finding exactly what they were looking for or discovering products they didn’t know about but that meet their needs. Essa positive experience increases confidence in technology and encourages new purchases.

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Principais AI recommendation channels

• e-commerce Plataformas (Amazon, Mercado Livre, Shein, AliExpress)
• Redes social (Instagram, TikTok, Facebook with sponsored recommendations)
• Delivery Aplicativos (iFood, Rappi with personalized suggestions)
• Specific Marketplaces (Natura, Avon, online fashion stores)
• Voice Assistentes (Alexa, Google Assistant with shopping integration)

Impacto in Brazilian online retail

The growth of this trend reflects the accelerated digitalization of national e-commerce. Brasil is América Latina’s largest e-commerce market, with billions of reais transacted annually. AI amplifies these sales by connecting consumers to products with greater precision.

Varejistas invest in recommendation technology because it increases the average purchase ticket. Quando a customer sees relevant suggestions, tends to add more items to the cart. Dynamic Essa benefits both platforms and brands that reach more qualified audiences.

Smaller Empresas also adopt AI tools on their own websites. Softwares recommendations have become more accessible and affordable, allowing small and medium businesses to compete with technology giants in personalization.

On the same topic: Research reveals that the iPhone Air leads consumer preference for the iPhone 17 line

Questões privacy and data protection

The massive collection of data to feed these algorithms raises legitimate concerns among conscious consumers. Lei Geral de Proteção de Dados (LGPD) establishes rules on how companies can use personal information, but oversight still faces challenges.

Muitos users are completely unaware of the tracking they suffer while browsing the internet. Cookies, tracking pixels and behavioral analytics operate behind the scenes without explicit consent in many cases. Transparency about these processes remains insufficient in the Brazilian market.

Consumidores seeks to control your privacy preferences, disable tracking, and limit data sharing with third parties. Grandes platforms now offer dashboards where users see which product categories are used to generate recommendations, a step forward in transparency.

The future of AI-powered shopping

The trend indicates that the presence of artificial intelligence in purchasing decisions will continue to grow. Tecnologias emerging as generative AI search promises to revolutionize the way consumers research products. Plataformas experiment with shopping chatbots that chat naturally and suggest items during dialogue.

Realidade augmented integrated with recommendations also advances. Imagine preview an AI-recommended piece of furniture within your own space before purchasing. Ou tries on clothes suggested by a virtual assistant using virtual try-on technology. Essas experiments are no longer science fiction.

Read also: Consumers choose the ultra-thin design of the iPhone Air as their favorite in the iPhone 17 series

The challenge now is to balance personalization with privacy, efficiency with ethics, profit with social responsibility. Reguladores, companies and consumers need to talk to build a safe and fair online shopping ecosystem. Branddi data confirms that this conversation cannot be postponed.