{"id":20426,"date":"2026-03-24T08:15:47","date_gmt":"2026-03-24T12:15:47","guid":{"rendered":"https:\/\/www.criteo.com\/?p=417851"},"modified":"2026-06-03T16:30:34","modified_gmt":"2026-06-03T16:30:34","slug":"commerce-in-the-age-of-ai-whats-actually-changing-and-what-isnt","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/br\/blog\/commerce-in-the-age-of-ai-whats-actually-changing-and-what-isnt\/","title":{"rendered":"O com\u00e9rcio na era da IA: O que est\u00e1 mudando e o que n\u00e3o est\u00e1 (ainda)"},"content":{"rendered":"<p>Se voc\u00ea tem acompanhado as not\u00edcias, pode pensar que a IA j\u00e1 reescreveu todas as regras da experi\u00eancia de compra. Mas, ao analisarmos mais a fundo, descobrimos uma hist\u00f3ria diferente. Pesquisamos mais de 6.000 consumidores em todo o mundo e analisamos dados agregados de tr\u00e1fego de centenas de varejistas. Juntos, eles revelam uma realidade mais complexa por tr\u00e1s do hype.<\/p>\n<p>Nosso relat\u00f3rio mais recente, <strong>Tend\u00eancias de Com\u00e9rcio e IA 2026<\/strong>, explora a tens\u00e3o entre a inova\u00e7\u00e3o acelerada e comportamentos profundamente enraizados. O resultado \u00e9 um cen\u00e1rio que evolui rapidamente, mas nem sempre como se espera.<\/p>\n<p>Veja uma pr\u00e9via do que preparamos.<\/p>\n<h2>A descoberta acontece em todos os lugares. A compra n\u00e3o.<\/h2>\n<p>As jornadas de compra se fragmentaram em milhares de pontos de partida: assistentes de IA, feeds sociais, plataformas de streaming, mecanismos de pesquisa, aplicativos de varejistas. Mesmo assim, na hora de comprar, os consumidores ainda preferem marcas e varejistas confi\u00e1veis.<\/p>\n<p>Apesar do boom da descoberta impulsionada por IA:<\/p>\n<ul>\n<li>Os marketplaces e as pesquisas ainda dominam o in\u00edcio das jornadas<\/li>\n<li>Os assistentes de IA est\u00e3o entrando em cena, mas como um canal entre muitos, n\u00e3o como substituto: 96% dos consumidores que usam assistentes de compras com IA regularmente tamb\u00e9m usam outros canais ao longo do processo (mecanismos de pesquisa, redes sociais, sites de marcas, sites de varejistas etc.)<\/li>\n<li>A maioria dos consumidores globais (55%) continua cautelosa em rela\u00e7\u00e3o ao compartilhamento de dados sens\u00edveis, como detalhes de pagamento, com assistentes de IA<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><strong>O que isso significa:<\/strong> As marcas precisam estar presentes em todos os lugares onde a descoberta acontece, mas a confian\u00e7a e a convers\u00e3o ainda est\u00e3o ancoradas em ambientes de varejo estabelecidos.<\/p>\n<h2 class=\"NF974E24F-Normal3\">Privacidade \u00e9 importante. Confian\u00e7a mais ainda.<\/h2>\n<p>\u00c0 medida que a IA transforma a descoberta de produtos, tamb\u00e9m introduz uma nova camada de ceticismo. Os consumidores enfrentam preocupa\u00e7\u00f5es com recomenda\u00e7\u00f5es enganosas ou tendenciosas, incertezas em rela\u00e7\u00e3o \u00e0 privacidade dos dados e uma crescente conscientiza\u00e7\u00e3o sobre conte\u00fado gerado por IA e poss\u00edveis fraudes.<\/p>\n<p>De fato, em nossa pesquisa com consumidores, a principal preocupa\u00e7\u00e3o com as compras assistidas por IA \u00e9 ser enganado por conte\u00fado falso\/tendencioso (52%), seguida pela privacidade (46%).<\/p>\n<p>&nbsp;<\/p>\n<p>Dito isso, os consumidores n\u00e3o est\u00e3o rejeitando a IA. Eles est\u00e3o apenas se tornando mais seletivos em rela\u00e7\u00e3o a quem confiam nesse meio. Isso pressiona marcas e varejistas a fazerem mais do que simplesmente aparecer. \u00c9 preciso provar credibilidade, demonstrar transpar\u00eancia e entregar resultados consistentes.<\/p>\n<p><strong>O que isso significa:<\/strong> O valor da marca n\u00e3o \u00e9 mais apenas um diferencial. \u00c9 uma garantia.<\/p>\n<h2 class=\"NF974E24F-Normal3\">Os consumidores querem uma janela, n\u00e3o um espelho.<\/h2>\n<p>Personaliza\u00e7\u00e3o n\u00e3o deve significar previsibilidade. Em outras palavras, relev\u00e2ncia importa, mas descoberta tamb\u00e9m. Para combater o excesso de personaliza\u00e7\u00e3o, os consumidores buscam varejistas, marcas e assistentes de IA que os surpreendam com descobertas intencionais.<\/p>\n<ul>\n<li>56% dos consumidores globais querem recomenda\u00e7\u00f5es al\u00e9m de simples correspond\u00eancias.<\/li>\n<li>Eles preferem um equil\u00edbrio entre o familiar e o inesperado<\/li>\n<li>Eles ainda valorizam marcas fortes e reconhecidas<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><strong>O que isso significa:<\/strong> A pr\u00f3xima onda de personaliza\u00e7\u00e3o evoluir\u00e1 da &#8220;personaliza\u00e7\u00e3o perfeita&#8221; para a serendipidade algor\u00edtmica.<\/p>\n<h2>Fazer compras est\u00e1 se tornando uma conversa (e n\u00e3o uma pergunta)<\/h2>\n<p>A forma como as pessoas pesquisam est\u00e1 evoluindo de comandos para conversas. Em vez de digitar \u201cvestido preto tamanho M\u201d, os consumidores est\u00e3o:<\/p>\n<ul>\n<li>Carregando capturas de tela<\/li>\n<li>Procurando por &#8220;essa vibe, mas por menos de 100 d\u00f3lares&#8221;<\/li>\n<li>Usando voz ao realizar multitarefas<\/li>\n<li>Enquadrando as necessidades como resultados, n\u00e3o como produtos: &#8220;Ajude-me a organizar um jantar&#8221;, &#8220;Ajude-me a redecorar minha sala&#8221; etc.<\/li>\n<\/ul>\n<p>Em outras palavras, a experi\u00eancia de compra ficou mais interativa e exigente. E os consumidores est\u00e3o come\u00e7ando a gostar da ideia:<\/p>\n<ul>\n<li>Quase metade (44%) se sente confort\u00e1vel usando pesquisa baseada em imagens<\/li>\n<li>Um quarto se sente confort\u00e1vel usando pesquisa por voz<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><strong>O que isso significa:<\/strong> As marcas vencedoras far\u00e3o mais do que simplesmente combinar palavras-chave. Elas resolver\u00e3o problemas compreendendo a linguagem natural e o contexto.<\/p>\n<h2>A IA est\u00e1 impulsionando, e n\u00e3o canibalizando o com\u00e9rcio<\/h2>\n<p>Uma das maiores quest\u00f5es em torno da IA \u200b\u200btem sido se ela ir\u00e1 revolucionar o e-commerce como o conhecemos. At\u00e9 agora, a resposta \u00e9 simples: ela veio para expandi-lo.<\/p>\n<p>A IA est\u00e1:<\/p>\n<ul>\n<li>Reduzindo o atrito na jornada de compra<\/li>\n<li>Trazendo novos consumidores para o funil de vendas<\/li>\n<li>Atraindo visitantes com alta inten\u00e7\u00e3o de compra para as lojas<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><strong>O que isso significa:<\/strong> A IA trar\u00e1 mais consumidores para o ambiente online e mais oportunidades de conex\u00e3o.<\/p>\n<h2>Quer todos os detalhes?<\/h2>\n<p>No relat\u00f3rio completo <strong>Tend\u00eancias de Com\u00e9rcio e IA 2026<\/strong>, aprofundamos a an\u00e1lise dos dados globais por tr\u00e1s dessas mudan\u00e7as e exploramos o que est\u00e1 por vir no com\u00e9rcio potencializado com IA.<\/p>\n<p><a href=\"https:\/\/www4.criteo.com\/en\/2026_commerceai_trends\/\">Baixe o relat\u00f3rio completo<\/a> <strong>para explorar todos os dados, tend\u00eancias e implica\u00e7\u00f5es<\/strong>.<\/p>\n<p>Saiba como a Criteo est\u00e1 ajudando a impulsionar a publicidade com novas experi\u00eancias de IA, sendo a <a href=\"https:\/\/www.criteo.com\/news\/press-releases\/2026\/03\/criteo-joins-openai-advertising-pilot-in-chatgpt\/\">primeira parceira de AdTech a participar do piloto de publicidade da OpenAI no ChatGPT<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Se voc\u00ea tem acompanhado as not\u00edcias, pode pensar que a IA j\u00e1 reescreveu todas as regras da experi\u00eancia de compra. Mas, ao analisarmos mais a fundo, descobrimos uma hist\u00f3ria diferente. Pesquisamos mais de 6.000 consumidores em todo o mundo e analisamos dados agregados de tr\u00e1fego de centenas de varejistas. Juntos, eles revelam uma realidade mais [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":20427,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[740,117],"coauthors":[635],"class_list":{"0":"post-20426","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-commerce-ai","8":"category-trends-insights","9":"criteo-topic-ai-innovation"},"acf":{"add_faq":false,"hide_post_from_listing":false,"remove_from_internal_search":false,"hide_featured_image":false,"has_download":false,"has_embed":false,"podcast_audio_length":"","use_custom_cta":false,"enable_slide-in":false,"enable_success_stories":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>O com\u00e9rcio na era da IA: O que est\u00e1 mudando e o que n\u00e3o est\u00e1 (ainda) | BR - Criteo.com<\/title>\n<meta name=\"description\" content=\"Drawing on proprietary data and global consumer research, we cut through the hype to show how AI is actually impacting commerce today.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.criteo.com\/br\/blog\/commerce-in-the-age-of-ai-whats-actually-changing-and-what-isnt\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"O com\u00e9rcio na era da IA: O que est\u00e1 mudando e o que n\u00e3o est\u00e1 (ainda) | BR - Criteo.com\" \/>\n<meta property=\"og:description\" content=\"Drawing on proprietary data and global consumer research, we cut through the hype to show how AI is actually impacting commerce today.\" \/>\n<meta property=\"og:url\" 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