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More Than 58% Of Brazilians Use Artificial Intelligence In Online Shopping To Compare Prices, Choose Products, And Improve After-Sales.
Artificial Intelligence (AI) is transforming the way Brazilians shop online. According to a survey by the consulting firm Bain & Company, 58% of consumers in Brazil already use AI tools to compare prices, products, and sellers before finalizing a purchase.
The study shows that technology has established itself as an essential part of digital daily life, influencing everything from search to after-sales.
The growing interest in smart solutions reflects the search for more practicality, savings, and personalization.
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With the popularization of chatbots, virtual assistants, and recommendation systems, Brazilian e-commerce is undergoing a true revolution driven by AI.
Brazilians Trust AI Before And After Purchase
The research reveals that consumers do not limit the use of AI to just the purchasing decision. More than half of the respondents (52%) reported using the technology to search for products by photos and images, facilitating the identification of desired items.
Additionally, AI has become a support tool for those looking for products suitable for their profile.
This trend is even more evident in higher value purchases, such as computers and appliances, where personalization and detailed analysis are determining factors.
According to Gabriele Zuccarelli, partner and leader of the retail practice at Bain South America,
“Consumers see value in the use of AI at every stage of the purchasing journey, from product search to purchase decision and after-sales.”
Smart After-Sales: A New Digital Behavior
The survey also showed that Brazilians use Artificial Intelligence after completing their online purchases.
Many consumers rely on the technology to search for usage instructions, manuals, and complementary recommendations, demonstrating a change in how they interact with brands.
This behavior indicates that today’s consumer does not just want to buy — they seek a continuous and personalized experience.
Automated after-sales and AI support have become competitive differentiators for e-commerce companies seeking to retain their customers.
Virtual Assistants Gain Space In E-Commerce
Another highlight of the study is the willingness of consumers to buy with the help of virtual assistants.
The most mentioned categories include appliances and electronics (66%), home and decor (63%), and beauty and personal care (63%).
These numbers reflect a scenario in which people increasingly trust AI to recommend products, compare prices, and ensure security in transactions.
Favorite Tools: Integration And Practicality
When it comes to the preferred channel for interacting with Artificial Intelligence, 49% of respondents said they choose tools integrated into everyday use, such as voice assistants and applications with embedded AI.
Another 44% stated that they prefer browser-integrated extensions, precisely because they offer quick access to information from various sites and real-time comparisons.
Additionally, 40% highlighted the use of assistants within brand websites and applications, while 39% prefer marketplaces, which concentrate multiple options in one environment.
AI And The Future Of Online Shopping In Brazil
The survey confirms that Brazil is among the most receptive markets to Artificial Intelligence applied to e-commerce.
Technology has ceased to be a differentiator and has become a requirement to provide personalized and efficient experiences.
Companies that invest in AI can better understand consumer behavior, anticipate needs, and offer more accurate recommendations.
This generates value, increases conversion, and reinforces buyers’ trust in the digital environment.
As AI becomes increasingly integrated into the daily lives of Brazilians, online shopping becomes faster, safer, and smarter — a reflection of the new profile of the connected consumer.
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