AI integration drives strategic shifts in CX and supply chain management

At the CONAREC 2026 conference, executives discussed the evolution of Customer Experience (CX) from a reactive cost center to a predictive strategic driver. Industry leaders highlighted how AI can scale personalization and link CX directly to revenue. For example, Grupo Pão de Açúcar (GPA) uses data to track repurchase cycles, noting that a customer's Net Promoter Score (NPS) influences 20% of their repurchase decision. Meanwhile, fintech Nomad discussed the challenges of applying traditional metrics like Lifetime Value (LTV) to non-transactional products.

In the logistics sector, the MIT Center for Transportation & Logistics and Mecalux have launched an executive course focused on applying Artificial Intelligence to supply chain and warehousing decision-making. The program, titled ‘Machine Learning & AI-Based Augmentation of Supply Chain Decision-Making’, aims to help senior executives identify high-value AI applications that produce tangible business results through case studies and practical workshops.