Aplicações de ferramentas de IA: um estudo de caso da Magazine Luiza

Abstract

In recent years, artificial intelligence has stood out as one of the main tools in various sectors of society, including the retail sector. The adoption of these innovations enables process automation, making companies more efficient and supporting decision- making. This study aims to analyze how AI tools are impacting personalization strategies and customer experiences at Magazine Luiza, identifying the main tools, outlining their functionalities, and examining how they affect customer experience and contribute to the acquisition and retention of new consumers. The approach used is qualitative, focused on a case study with bibliographic research, analyzing published works with the goal of identifying the impacts of artificial intelligence tools on the consumer experience at Magazine Luiza.The analyzed works provided an understanding of how artificial intelligence operates in the retail context, with emphasis on Magazine Luiza. Luiza Labs, the company’s technology laboratory, developed the virtual assistant Lu and Big Data Bob, technologies responsible for analyzing data related to consumer behavior and personalizing customer service. These technologies are capable of identifying customer needs and, based on this data, creating strategies for customer loyalty, fostering relationships, and increasing the consumer base, thereby making Magazine Luiza more competitive in the retail market.