Brazilian retailers Renner and Magalu roll out AI shopping agents to boost sales

Lojas Renner has introduced "Re," an artificial‑intelligence fashion agent that suggests outfits based on customers' purchase history, measurements, style preferences and inventory availability. Launched in beta for a portion of its 20 million‑strong customer base, the agent is part of Renner’s R$ 1 billion technology budget for 2026, with around 40 % earmarked for AI. The retailer reported net revenue of R$ 2.8 billion in the first quarter and says AI‑driven product recommendations have already doubled related revenue.

Magalu’s CEO Fred Trajano said AI will usher in a third major retail transformation, after digitalisation and mobile commerce. The company’s WhatsApp‑based "Lu" channel lets shoppers converse with AI agents, send photos or videos, build a cart and complete payment without leaving the chat. Since its launch, Lu has generated over 9 million conversations, more than R$ 100 million in sales and a conversion rate three times higher than Magalu’s app. Trajano stresses that physical stores will remain vital, complementing digital AI services with in‑store experiences.