{"id":12078,"date":"2024-07-17T10:16:00","date_gmt":"2024-07-17T13:16:00","guid":{"rendered":"https:\/\/sincomavi.org.br\/?p=12078"},"modified":"2024-07-16T15:17:34","modified_gmt":"2024-07-16T18:17:34","slug":"atendimento-e-marketing-lideram-o-uso-da-ia-no-varejo","status":"publish","type":"post","link":"https:\/\/sincomavi.org.br\/?p=12078","title":{"rendered":"Atendimento e marketing lideram o uso da IA no varejo"},"content":{"rendered":"\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-default\"\/>\n\n\n<div class=\"wp-block-post-date\"><time datetime=\"2024-07-17T10:16:00-03:00\">17 de julho de 2024<\/time><\/div>\n\n\n<p>Estudo Intelig\u00eancia Artificial no Varejo, produzido pela Central do Varejo, com o apoio do Ibevar, MBA\/USP\/Esalq e Labfin Provar, revela que quase a metade dos com\u00e9rcios varejistas (307 empresas consultadas) utiliza ferramentas de Intelig\u00eancia Artificial. O trabalho mostra ainda que o uso do IA no varejo est\u00e1 concentrado no atendimento ao cliente (56%), conte\u00fado de marketing (50%), personaliza\u00e7\u00e3o da experi\u00eancia do cliente, como recomenda\u00e7\u00e3o e otimiza\u00e7\u00e3o busca (36%), sumariza\u00e7\u00e3o de texto, transcri\u00e7\u00f5es, gera\u00e7\u00e3o de insights (35%) e an\u00e1lise de tend\u00eancias e ferramentas de intelig\u00eancia competitiva (34%).<\/p>\n\n\n\n<p><img loading=\"lazy\" decoding=\"async\" width=\"551\" height=\"214\" src=\"https:\/\/lh7-us.googleusercontent.com\/docsz\/AD_4nXc62JIkn9jYCCW0s2sFA6m9rjlTY-pmMr5gmteBo0VkBjg7seVYHNF_vMwGA5F8VicpVuxXhLjirMV9k4O5IbN4XiKIewz9znykmfcSMv6k62t8hctSMcEVnWsvdoSeiF5LwWISP3IMH8qRqwo_nDCoTbIR?key=dSyYk6l2T5Gx6mJ9Pxx8Aw\"><\/p>\n\n\n\n<p>O uso da IA dever\u00e1 se intensificar nos com\u00e9rcios, se depender do interesse manifestado pelos empres\u00e1rios entrevistados. Entre as empresas que j\u00e1 utilizam a intelig\u00eancia artificial, quatro a cada cinco (78%) pretendem aumentar o emprego em seu dia a dia.<\/p>\n\n\n\n<p><img loading=\"lazy\" decoding=\"async\" width=\"499\" height=\"419\" src=\"https:\/\/lh7-us.googleusercontent.com\/docsz\/AD_4nXeSSmqfqeCfwxiNH7XIa4348Nz85MPU1L_s4eQjxLW2kZT31eAoPRPapSszraAb-fDwlwR25eJGpEjV6wojgKRDcntespM9AJ9KxOis0FEvMKE-kUL1UFL0VjhOpdvPoiwwScLSD4ZH-NrfsvnV_dg9h8wS?key=dSyYk6l2T5Gx6mJ9Pxx8Aw\"><\/p>\n\n\n\n<p><img loading=\"lazy\" decoding=\"async\" width=\"443\" height=\"234\" src=\"https:\/\/lh7-us.googleusercontent.com\/docsz\/AD_4nXeo2-xRWWuG_rDnqxFFjJmALEhxWpM5wz2Sq9Jx2_Ctt986sKDKXqeGB5vhvFakLv9ncxII6ADvp_AgYrIspkuAf8HqjAZA65zUjdbxEa658c369bI7chuiw2yF0jN_LxQy0t6AZrP_p9tWNP3KschONok?key=dSyYk6l2T5Gx6mJ9Pxx8Aw\"><\/p>\n\n\n\n<p>E o grande interesse expresso pelos comerciantes recai sobretudo no atendimento ao cliente (73%), seguido por gest\u00e3o de estoque (61%), automatiza\u00e7\u00e3o de relat\u00f3rios (60%) e personaliza\u00e7\u00e3o de experi\u00eancia do cliente (55%).<\/p>\n\n\n\n<p><img loading=\"lazy\" decoding=\"async\" width=\"593\" height=\"253\" src=\"https:\/\/lh7-us.googleusercontent.com\/docsz\/AD_4nXdvyhTB0xs-QBbVnyYT2Cnau7ok8TJddS4tWBP1ZIle0B7B8IbjBPjS5JRVDOrmaygaljrhGiyQwfX2-2H_V54EPYCnzrGT929g1a-YhrJqygrRmehL2b8xqGmP1cSSUL-4lZk0Li2PGwyd9DOyFVJVxdM?key=dSyYk6l2T5Gx6mJ9Pxx8Aw\"><\/p>\n\n\n\n<p>O investimento em IA ainda permanece incipiente no segmento. A maioria das empresas consultadas (56%) aplicam at\u00e9 R$ 10 mil em ferramentas de Intelig\u00eancia Artificial.<\/p>\n\n\n\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh7-us.googleusercontent.com\/docsz\/AD_4nXfLEKUqi02Wfa-1gLfvDbVA4Amv-wyvsiNS2OVRUERtyr0bPrMNkASF1O8bTFkdfwZrHiPMPWYBdYMNRLE6jGBAIfYOogga4GHaVsovkXbF5Z7XSvQOmHYflTzJqY702qQHbffKIgPC-xMrNM4bI3cbPjxn?key=dSyYk6l2T5Gx6mJ9Pxx8Aw\" width=\"522\" height=\"301\"><\/p>\n\n\n\n<p>Em rela\u00e7\u00e3o aos resultados, o ponto mais citado \u00e9 o aumento da efici\u00eancia (84% dos varejistas).\u00a0 Outro destaque fica para a redu\u00e7\u00e3o de custos, benef\u00edcio conquistado por quatro em cada 10 entrevistados (42%).<\/p>\n\n\n\n<p><img loading=\"lazy\" decoding=\"async\" width=\"592\" height=\"472\" src=\"https:\/\/lh7-us.googleusercontent.com\/docsz\/AD_4nXeHxcT6QmxfPjXgI0FA-6ewG7U4Kj4JQmH7eEzBtmHqfMgjM1kOCFa0vS3DVoySLT4NkVggnJsV54IYYYCzuqq3ZNX7kt0b5bn1gEE4dcKbQctnOQakQbLB6AqkKVM4hXWQ5a6YwEWhuYWmkNNh1D3iHLA?key=dSyYk6l2T5Gx6mJ9Pxx8Aw\"><\/p>\n\n\n\n<p><img loading=\"lazy\" decoding=\"async\" width=\"587\" height=\"279\" src=\"https:\/\/lh7-us.googleusercontent.com\/docsz\/AD_4nXcfXdsy1jDjutpqyKEoU3QZfNZI7q1KYdwG_wD9TOBARIQX6l9h0O6B5TiDanWId0MgQFitBW9YwsMjo_vjG6Sa2uVa0rmhA-FuKAgaQ6zFqMkllr-qNm52c4L1cs6yoyQpytDYYNtbBu6bc9F4riIGr3g?key=dSyYk6l2T5Gx6mJ9Pxx8Aw\"><\/p>\n\n\n\n<p>O principal entrave para a utiliza\u00e7\u00e3o da IA \u00e9 a falta de conhecimento, conforme 52% das empresas que n\u00e3o utilizam essa tecnologia. Foram citadas ainda a falta de infraestrutura (26%) e d\u00favidas sobre o retorno sobre o investimento (25%).<\/p>\n\n\n\n<p><img loading=\"lazy\" decoding=\"async\" width=\"576\" height=\"316\" src=\"https:\/\/lh7-us.googleusercontent.com\/docsz\/AD_4nXfjvb0XJF4skenkZ5sfUrm95xbll7FFWPz5FZzSgtz5mHbc7QZNHQuijqfep7FwGaIDy3qu4dBNrPAU9fYMDR-q4ZX2_OGfFB2YIjHDPnZgDRroGQYrZvk6X537RVmAvxv6n0rpuXyDfZ8cRBrXjPezey57?key=dSyYk6l2T5Gx6mJ9Pxx8Aw\"><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-default\"\/>\n","protected":false},"excerpt":{"rendered":"<p>Estudo Intelig\u00eancia Artificial no Varejo, produzido pela Central do Varejo, com o apoio do Ibevar, MBA\/USP\/Esalq e Labfin Provar, revela que quase a metade dos com\u00e9rcios varejistas (307 empresas consultadas) utiliza ferramentas de Intelig\u00eancia Artificial. O trabalho mostra ainda que o uso do IA no varejo est\u00e1 concentrado no atendimento ao cliente (56%), conte\u00fado de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":12079,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[153],"tags":[199,156,709,1141,620,160,200],"class_list":["post-12078","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias","tag-comercio","tag-economia","tag-ia","tag-inteligencia-artificial","tag-levantamento","tag-pesquisa","tag-varejo"],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/sincomavi.org.br\/index.php?rest_route=\/wp\/v2\/posts\/12078","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sincomavi.org.br\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sincomavi.org.br\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sincomavi.org.br\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/sincomavi.org.br\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=12078"}],"version-history":[{"count":1,"href":"https:\/\/sincomavi.org.br\/index.php?rest_route=\/wp\/v2\/posts\/12078\/revisions"}],"predecessor-version":[{"id":12080,"href":"https:\/\/sincomavi.org.br\/index.php?rest_route=\/wp\/v2\/posts\/12078\/revisions\/12080"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sincomavi.org.br\/index.php?rest_route=\/wp\/v2\/media\/12079"}],"wp:attachment":[{"href":"https:\/\/sincomavi.org.br\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=12078"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sincomavi.org.br\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=12078"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sincomavi.org.br\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=12078"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}