AI Has Changed the Consumer. Retail Must Catch Up

Today, more than half of Mexican consumers use artificial intelligence in their purchasing decisions. This is not a prediction, it’s a fact: The customer now lives in a digital environment where they compare prices, receive recommendations, and seek efficiency with the help of intelligent tools.

What matters most is not how many people use it, but how they use it. According to recent studies, 68% of shoppers say AI inspires their purchasing decisions, and 64% say it has helped them discover new brands. It’s not just about efficiency, it’s about exploration, discovery, and affinity. AI is already part of the customer experience in both an emotional and strategic dimension.

Meanwhile, many brands are still not ready to respond. According to Salesforce data, only between 32% and 38% of retailers in Mexico plan to invest in AI for sales and marketing in the next 12 months. This lack of adoption not only delays the sector’s transformation, it represents a competitive advantage for those who move ahead. In a market where consumers already expect personalization, immediacy, and seamless experiences, slowness is also a decision.

Market figures back this up. Last year, the AI retail sector in Mexico reached US$508.7 million, and it is projected to grow to more than US$1.589 billion by 2030, with a compound annual growth rate of 21.1%. This projected growth is not only the result of a global technology trend but also a local necessity: to operate better, sell better, and connect better.

In 2025, AI enables the automation of complex tasks, real-time price adjustments, demand forecasting, predictive inventory management, and large-scale personalization of shopping experiences. Processes that once took weeks can now be resolved in minutes. This responsiveness is already redefining the operational standard of the sector.

For companies seeking to adopt and implement this technology in their business, the following key steps are essential:

Start with well-defined pilots: Small-scale approaches, such as personalized recommendations or chatbots, allow companies to validate effectiveness before scaling.

Adopt a solid organizational strategy: To move from isolated initiatives to strategic implementations, companies need prioritized investment, secure design, clear metrics, and cross-functional teams.

Ensure real operational impact: AI should benefit both the customer and internal operations by optimizing inventory, logistics, and customer loyalty through predictive insights.

Maintain human oversight: Integrating AI that acts automatically — but under expert supervision — improves execution and strengthens the connection between marketing, sales, and customer service.

According to estimates from Salesforce’s global retail team, within the next three years, AI investment will account for more than 13% of the sector’s technology budget, with an average projected return exceeding 29%.

The challenge for Mexico is not just technological, it’s structural. While the country has a national AI strategy, it still faces significant gaps in infrastructure, funding, and talent development. This is reflected in Salesforce’s 2025 Global AI Readiness Index, which places Mexico in the middle tier of the global ranking: showing progress in planning, but with major execution gaps.

The opportunity is clear. The consumer has already adapted. The technology already exists. What comes next is for Mexican retailers to act with vision, speed, and ambition.