The way Brazilians shop is quietly changing, with smart tools becoming new companions for consumer choices. According to exclusive research data provided by Adyen to Brazilian media, over half of Brazilians state that they use artificial intelligence as an auxiliary tool while shopping. This survey covered 28 countries, involving over 41,000 consumers and 14,000 retailers.

The research reveals that in the past 12 months, 52% of Brazilians have used ChatGPT and other smart tools to assist in shopping, a 52% increase from the previous year. Among them, 18% of respondents began using such tools for shopping assistance in the past year. Clothing and food are the two prominent consumer sectors where artificial intelligence is used, with 72% of consumers looking to discover new brands and enhance their shopping experience through this means. Additionally, 70% of respondents express a willingness to use artificial intelligence for their future purchases.

Generation Z and Millennials are the most active groups inclined to use AI tools for shopping assistance. While the application of artificial intelligence tools in shopping is becoming more widespread, Renato Migliacci, Vice President of Sales at Adyen Brazil, reminds users to be cautious about data privacy issues when using AI in e-commerce environments.

He points out, "People should be aware that AI-based solutions may collect and store personal information, including shopping preferences and consumer habits. When using AI to select products, potential biases must be considered."

It is understood that currently, 77% of businesses are using artificial intelligence for product recommendations, with 70% of companies stating that their brands have adopted AI-driven search functions. At the same time, nearly half of the businesses plan to improve sales performance through investing in AI technology in 2025, with 42% planning to use AI to drive product innovation. Renato highlights that for businesses, AI can optimize a brand's search engine ranking, increase the brand's visibility on websites, and enhance the brand's social influence.