{"id":627,"date":"2026-05-07T10:00:00","date_gmt":"2026-05-07T13:00:00","guid":{"rendered":"https:\/\/madmix.tv.br\/blog\/?p=627"},"modified":"2026-05-04T20:15:03","modified_gmt":"2026-05-04T23:15:03","slug":"retail-media-inteligencia-artificial","status":"publish","type":"post","link":"https:\/\/madmix.tv.br\/blog\/retail-media-inteligencia-artificial\/","title":{"rendered":"Retail Media com IA: da m\u00eddia \u00e0 venda"},"content":{"rendered":"\n<div style=\"border-left:3px solid #b03a2e; margin-bottom:2rem; background:#141414;\">\n  <button onclick=\"var c=this.nextElementSibling;var a=this.querySelector('.nl-arrow');c.style.display=c.style.display==='block'?'none':'block';a.style.transform=c.style.display==='block'?'rotate(180deg)':'rotate(0deg)';\"\n          style=\"width:100%;display:flex;align-items:center;justify-content:space-between;gap:1rem;padding:0.9rem 1.5rem;background:none;border:none;cursor:pointer;text-align:left;\">\n    <div>\n      <span style=\"font-size:0.65rem;letter-spacing:0.22em;text-transform:uppercase;color:#e8724a;display:block;margin-bottom:0.3rem;\">English summary<\/span>\n      <span style=\"font-size:0.95rem;font-weight:500;color:#f4f1eb;font-family:'DM Sans',sans-serif;\">AI Is Bringing Retail Media Closer to the Sale &#8211; And Brazil Is Following Fast<\/span>\n    <\/div>\n    <span class=\"nl-arrow\" style=\"color:#e8724a;font-size:0.8rem;flex-shrink:0;transition:transform 0.2s;\">&#9660;<\/span>\n  <\/button>\n  <div style=\"display:none;padding:0 1.5rem 1.2rem;\">\n    <p style=\"font-size:0.9rem;color:#c8c4bc;font-weight:300;line-height:1.75;margin:0;\">Retail media is no longer just about visibility &#8211; it is about closing the gap between the ad and the purchase. AI is making that possible by turning massive volumes of first-party data into real-time decisions: who sees an ad, when, with what message, and whether to keep showing it after the product is already in the cart. Global cases show efficiency gains of up to 16% in reach and 14% growth in attributed sales. In Brazil, retail media grew 42% in 2024, the fastest rate in the world. The next wave will belong to those who combine shopper data, AI-driven optimization, and human oversight. The brands that build this infrastructure now will not need to compete for attention later. They will already be at the moment of decision.<\/p>\n  <\/div>\n<\/div>\n\n\n\n<h1 class=\"wp-block-heading\">Retail Media com Intelig\u00eancia Artificial: o an\u00fancio que chega na hora da compra<\/h1>\n\n\n\n<p>Por muito tempo, o <strong>retail media com intelig\u00eancia artificial<\/strong> foi tratado como promessa de futuro. Em 2026, por\u00e9m, ele j\u00e1 \u00e9 a opera\u00e7\u00e3o do presente. A IA est\u00e1 encurtando o caminho entre o an\u00fancio e a convers\u00e3o. Consequentemente, quem entendeu isso primeiro j\u00e1 est\u00e1 medindo em resultados, n\u00e3o em cliques.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O problema que a IA veio resolver<\/h2>\n\n\n\n<p>Retail media sempre teve um ativo valioso: dados de quem compra, o qu\u00ea, quando e com qual frequ\u00eancia. Por outro lado, o volume desse dado sempre foi o problema. Sinais fragmentados entre canais digitais e f\u00edsicos, audi\u00eancias que se comportam diferente em cada ponto de contato e campanhas configuradas manualmente, tudo isso limitava o potencial do canal.<\/p>\n\n\n\n<p>Portanto, a pergunta nunca foi sobre a qualidade do dado. Foi, especificamente, sobre a capacidade de ativ\u00e1-lo em escala e em tempo real. \u00c9 exatamente a\u00ed que a intelig\u00eancia artificial entra como pe\u00e7a central.<\/p>\n\n\n\n<p>Segundo o eMarketer, a ado\u00e7\u00e3o de IA pelos brasileiros deve atingir a maioria da popula\u00e7\u00e3o em at\u00e9 cinco anos, em ritmo muito mais acelerado do que qualquer outra tecnologia anterior. Al\u00e9m disso, 46% dos brasileiros j\u00e1 usam IA diariamente. Sendo assim, o varejo que n\u00e3o integrar isso \u00e0 sua opera\u00e7\u00e3o de m\u00eddia vai perder a janela.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Como a IA transforma o retail media com intelig\u00eancia artificial em resultado<\/h2>\n\n\n\n<p>No evento ADWEEK House Possible, Parbinder Dhariwal, da CVS Media Exchange (CMX), apresentou um caso concreto. A opera\u00e7\u00e3o da CMX \u00e9 constru\u00edda sobre 90 milh\u00f5es de registros de fidelidade, nove mil lojas e cinco milh\u00f5es de clientes di\u00e1rios. O desafio, portanto, n\u00e3o era ter dado &#8211; era mover esse dado com velocidade suficiente para impactar cada campanha.<\/p>\n\n\n\n<p>A resposta foi o CorIQ, plataforma de marketing inteligente da CMX. Ela aplica IA em tr\u00eas momentos: planejamento de m\u00eddia, otimiza\u00e7\u00e3o em tempo real e mensura\u00e7\u00e3o. Na pr\u00e1tica, isso significa remover um consumidor de um segmento logo ap\u00f3s a compra, recompor a audi\u00eancia e reduzir a repeti\u00e7\u00e3o de mensagem para quem j\u00e1 n\u00e3o tem inten\u00e7\u00e3o de converter. Como resultado, a efici\u00eancia de alcance cresceu 16%, as vendas atribu\u00eddas subiram 14% e o ROAS incremental avan\u00e7ou 15%.<\/p>\n\n\n\n<p>Da mesma forma, no lado das marcas, Kelly Shu, da Kenvue, relatou crescimento superior a 30% em campanhas, com aumentos em convers\u00e3o e ticket m\u00e9dio. Esses n\u00fameros n\u00e3o v\u00eam de mais verba, v\u00eam de mais intelig\u00eancia aplicada ao mesmo investimento.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Retail media deixa de ser canal e vira infraestrutura de decis\u00e3o<\/h2>\n\n\n\n<p>Esse \u00e9 o movimento mais relevante da virada. Retail media com intelig\u00eancia artificial n\u00e3o \u00e9 apenas um formato de an\u00fancio mais eficiente. \u00c9, sobretudo, a transforma\u00e7\u00e3o do varejista em uma infraestrutura de decis\u00e3o comercial, integrando CRM, dados transacionais, invent\u00e1rio e experi\u00eancia omnichannel em uma \u00fanica camada inteligente.<\/p>\n\n\n\n<p>Segundo an\u00e1lise recente do eMarketer, os sistemas mais avan\u00e7ados j\u00e1 operam no conceito de <strong>agentic media buying<\/strong>: agentes de IA que interpretam sinais de mercado, orquestram campanhas cross-channel e ajustam investimentos de forma aut\u00f4noma. Para o analista Yory Wurmser, a compra de m\u00eddia est\u00e1 deixando de ser uma fun\u00e7\u00e3o operacional e passando a ser uma fun\u00e7\u00e3o cognitiva.<\/p>\n\n\n\n<p>No Brasil, esse movimento j\u00e1 tem nome e endere\u00e7o. Empresas como Magalu, com o ecossistema Magalu Ads, e grandes redes de farm\u00e1cias j\u00e1 ativam dados pr\u00f3prios para entregar an\u00fancios personalizados com medi\u00e7\u00e3o em tempo real. Al\u00e9m disso, dados da NRF 2026 indicam uplifts entre 15% e 20% em campanhas de retail media com telas digitais, n\u00fameros semelhantes aos que o mercado brasileiro j\u00e1 come\u00e7a a registrar.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">A pergunta que muda de escala<\/h3>\n\n\n\n<p>At\u00e9 recentemente, a pergunta era: &#8220;quanto invisto em retail media?&#8221; Agora, a pergunta \u00e9 outra: &#8220;qual \u00e9 a minha infraestrutura de dados para a IA operar com contexto completo?&#8221; Sem integra\u00e7\u00e3o entre CRM, m\u00eddia, e-commerce e loja f\u00edsica, os agentes de IA n\u00e3o conseguem tomar decis\u00f5es com qualidade. Portanto, a tecnologia \u00e9 o acelerador, mas a governan\u00e7a de dados \u00e9 o pr\u00e9-requisito.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O humano no centro: supervis\u00e3o, n\u00e3o substitui\u00e7\u00e3o<\/h2>\n\n\n\n<p>Tanto na opera\u00e7\u00e3o da CMX quanto nos relatos da Kenvue, um ponto fica claro: a IA otimiza, mas n\u00e3o decide sozinha. Kelly Shu afirmou que a estrat\u00e9gia correta \u00e9 permitir que a IA sinalize onde est\u00e3o as oportunidades, enquanto o time humano supervisiona as decis\u00f5es. Igualmente, Dhariwal refor\u00e7ou que sempre haver\u00e1 uma pessoa envolvida nos processos mais cr\u00edticos.<\/p>\n\n\n\n<p>Esse equil\u00edbrio \u00e9 especialmente relevante no Brasil, onde a LGPD imp\u00f5e regras claras sobre uso de dados de consumidores. O uso respons\u00e1vel de dados first-party, aliado \u00e0 personaliza\u00e7\u00e3o relevante, torna-se n\u00e3o apenas uma obriga\u00e7\u00e3o legal, mas tamb\u00e9m um diferencial competitivo real.<\/p>\n\n\n\n<p>Al\u00e9m disso, dados da Kantar mostram que campanhas de retail media t\u00eam desempenho 1,8 vez superior a an\u00fancios digitais tradicionais e quase tr\u00eas vezes mais impacto na inten\u00e7\u00e3o de compra. No entanto, esse ganho exige que a IA opere com dados de qualidade e que haja governan\u00e7a cont\u00ednua para validar os modelos.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O Brasil est\u00e1 no centro dessa corrida<\/h2>\n\n\n\n<p>Em 2024, o mercado brasileiro de retail media cresceu 42,3%, o maior ritmo do mundo, ao dobro da m\u00e9dia global. O setor movimentou R$ 3,8 bilh\u00f5es e a proje\u00e7\u00e3o \u00e9 que chegue a representar 22% de todo o share publicit\u00e1rio digital no Brasil at\u00e9 2030. Atualmente, essa participa\u00e7\u00e3o est\u00e1 em 16%.<\/p>\n\n\n\n<p>Por isso, a janela est\u00e1 aberta agora. As marcas e varejistas que constru\u00edrem a infraestrutura de dados, a integra\u00e7\u00e3o omnichannel e os modelos de IA para ativa\u00e7\u00e3o de audi\u00eancia ter\u00e3o vantagem estrutural. As que esperarem, por outro lado, v\u00e3o competir em um mercado j\u00e1 consolidado, com margens mais apertadas e exig\u00eancias muito maiores de performance.<\/p>\n\n\n\n<p>Na <a href=\"https:\/\/madmix.tv.br\">MADMIX<\/a>, acompanhamos de perto como o <a href=\"https:\/\/madmix.tv.br\/blog\/retail-media-tv-conectada-casa-consumidor\/\">retail media est\u00e1 chegando dentro de casa do consumidor<\/a>,  especialmente pela TV conectada. A converg\u00eancia entre dados de varejo, inten\u00e7\u00e3o de compra e CTV \u00e9 o pr\u00f3ximo cap\u00edtulo dessa hist\u00f3ria. Se quiser entender como posicionar sua opera\u00e7\u00e3o nesse ecossistema, <a href=\"https:\/\/wa.me\/5511950212511\">fale com a gente<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>English summary AI Is Bringing Retail Media Closer to the Sale &#8211; And Brazil Is Following Fast &#9660; Retail media is no longer just about visibility &#8211; it&#8230;<\/p>\n","protected":false},"author":1,"featured_media":631,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5,4],"tags":[],"ppma_author":[120],"class_list":["post-627","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategia","category-monetizacao"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Retail Media com IA: da m\u00eddia \u00e0 venda &#8226; MADMIX \u00b7 Ecossistema \u00e9 o neg\u00f3cio<\/title>\n<meta name=\"description\" content=\"Retail media com IA est\u00e1 encurtando o caminho entre o an\u00fancio e a convers\u00e3o. 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