{
  "id": 18336666,
  "title": "OPINION. The retail challenge: not losing customers to LLMs",
  "url": "https://urgent.news/2026/11/05/opiniao-o-desafio-do-varejo-nao-perder-o-cliente-para-os-llms",
  "topic": "ai",
  "section": "AI",
  "published": "2026-11-05T16:17:00.000Z",
  "source": {
    "name": "Brazil Journal",
    "slug": "brazil-journal",
    "url": "https://braziljournal.com/opiniao-o-desafio-do-varejo-nao-perder-o-cliente-para-os-llms"
  },
  "original_language": "pt",
  "account": "Many retailers are hesitant to use artificial intelligence in customer-facing interactions, fearing errors or miscommunication. However, a survey by Global Payments found that 72% of Brazilians have used or would use AI agents to make purchases, with China being the only country ahead. Most retailers struggle to track sales generated through AI agents, with only 21% able to identify such sales. The OpenAI has experimented with charging a 4% commission on sales made through ChatGPT, while Shopify has integrated third-party AI agents to help retailers sell more. Magalu, a Brazilian retailer, has successfully launched its own AI-powered WhatsApp assistant, Lu, which has generated over R$ 100 million in sales and 9 million conversations.",
  "summary": "Imagine a customer who has been shopping at the same fashion chain for ten years and, on a Sunday evening, asks the brand's WhatsApp for a dress suggestion for a wedding. If the virtual attendant suggests a model that is already out of stock or promises a discount that does not exist, the damage falls entirely on the brand.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}