AI technology reshapes retail competition and consumer purchasing habits

The retail sector is facing a significant shift as artificial intelligence begins to influence consumer decision-making. Brands and merchants are now competing to be featured in the limited recommendation spaces provided by AI assistants, which may present only one or two options compared to the dozens available on physical shelves.

In Latin America, the e-commerce market for consumer goods has reached 8 billion dollars, growing at 26.7 percent. Mexico and Brazil represent 74 percent of the region's online consumption in this category. In Mexico, digital sales grew by 35 percent annually in 2025, with over 90 percent of shoppers using mobile phones as their primary purchasing tool.

To remain competitive, businesses must ensure digital information—including names, images, prices, reviews, and stock levels—is accurate and updated. The upcoming RETAIL future 2026 event in Valencia will address these transitions, specifically focusing on “agentic commerce,” where AI agents perform searches, comparisons, and purchasing decisions on behalf of consumers.