The future of digital marketing in brazil

integrating artificial intelligence into online retail strategies

Authors

DOI:

https://doi.org/10.20397/2177-6652/2025.v25i3.3140

Keywords:

Inteligência Artificial, Marketing Digital, Varejo Online

Abstract

Objective: To analyze the integration of Artificial Intelligence (AI) in the digital marketing strategies of Brazilian online retail, evaluating its impact on the personalization of the consumer experience and the effectiveness of marketing campaigns.

Methodology: The research consists of a theoretical essay with an exploratory and argumentative approach. Theoretical concepts and empirical evidence were used to build a consistent argument about the application of AI in digital marketing and its implications for online retail.

Originality and Relevance: This study is part of a theoretical gap in the national literature on digital marketing, highlighting the integration of AI in a context that is still little explored. The relevance lies in the need to understand how AI can transform marketing practices and competitiveness in the retail industry.

Main results: The results show that the adoption of AI can significantly increase the personalization of offers and the effectiveness of campaigns. However, challenges such as socioeconomic inequality and limited access to technology limit the successful implementation of these strategies.

Theoretical and methodological contributions: Theoretical implications include a better understanding of the role of AI in consumer behavior and digital retail management. Methodologically, the study contributes with an analytical framework that can be used in future research on technology adoption in marketing.

Social contributions to management: These include the need for employee training and the development of policies that promote digital inclusion, ensuring that technological innovations broadly benefit all stakeholders.

Author Biographies

Luciano Augusto Toledo, Universidade Presbiteriana Mackenzie

Doutor em Administração pela FEA-USP-  professor PPI da Universidade Presbiteriana Mackenzie 

Sidney Maçazzo Caigawa, Faculdade de Ensino Superior do Interior Paulista - FAIP

Mestre em Administração pela FEA-USP e professor na Faculdade de Ensino Superior do Interior Paulista - FAIP

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Published

2025-06-30

How to Cite

Toledo, L. A., & Caigawa, S. M. (2025). The future of digital marketing in brazil: integrating artificial intelligence into online retail strategies. Revista Gestão & Tecnologia, 25(3), 327–343. https://doi.org/10.20397/2177-6652/2025.v25i3.3140

Issue

Vol. 25 No. 3 (2025)

Section

ENSAIO

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