AI and embedded finance transform consumer credit and discovery

The integration of data, Open Finance, and Artificial Intelligence is transforming how credit is offered and how consumers discover products. At the CONAREC 2026 event, discussions highlighted that financial institutions are moving toward a model where credit is no longer an isolated operation but an integrated part of the shopping experience.

In the retail sector, the 'Embedded Finance' model is gaining traction. C&A Pay, for example, has seen its operation grow to nearly 30% of the company's sales since late 2021. Data indicates that customers using these integrated services shop twice as often and have significantly higher spending levels and satisfaction scores.

Simultaneously, the traditional brand-consumer relationship is shifting as algorithms and platforms take a larger role in product discovery. In Brazil, 54% of consumers have made purchases influenced by AI recommendations, and 66% use AI tools for research. Furthermore, research from CNDL and SPC Brasil shows that 99% of consumers research products on social media before buying, with 54% having purchased directly through these platforms in the last year.