Agentic AI: The New Muscle of Mexican Retail

The retail sector in Mexico is undergoing an unprecedented transformation. During the fourth quarter of 2024, this industry contributed more than MX$3.37 billion (US$178 million) to the country’s gross domestic pProduct. However, beyond its economic weight, what is truly relevant is the metamorphosis it is undergoing, driven by an increasingly demanding, informed, and connected consumer. Today, it is not enough to simply offer products. We must design personalized, agile, and frictionless experiences.

This shift is no accident. It's happening because technologies have finally reached a point of maturity that allows them to respond to these new demands. Specifically, artificial intelligence — and more specifically AI agents — is marking a turning point in the way retail brands operate, communicate, and sell.

The AI ​​agent market in Mexico is projected to reach US$1.935 billion by 2030, with an impressive compound annual growth rate of 44.5% between 2025 and 2030. This figure reflects the market's appetite and the urgency with which companies seek scalable, intelligent, and truly personalized solutions. It's not a luxury,  it's a competitive necessity.

At Gupshup, we are seeing this firsthand. With over 15 pre-designed AI agents, our solutions enable Mexican brands to contextually automate the complete marketing, sales, and customer service cycle. Most importantly, they do so where the consumer already spends their time — on WhatsApp, Instagram, RCS, or Facebook Messenger — without the need to redirect them to external portals or complicate the process.

Seventy-three percent of shoppers use multiple channels throughout their shopping experience, proving that the omnichannel model has moved from being an aspiration to the new standard. This is where AI agents excel. Unlike traditional chatbots, which operate in silos, these agents are able to maintain a continuous and coherent conversation across channels, understanding each customer's context, remembering previous interactions, and adapting in real time.

The revolution is also economic. Globally, spending on conversational AI in e-commerce is estimated to reach US$290 billion by 2025, up from US$13.6 billion in 2024. This rapid growth demonstrates that we are not facing a technological fad, but rather a new infrastructure for global commerce.

And if we broaden our view, the global AI market in retail grew from US$7.14 billion in 2023 to a projected US$85.07 billion by 2032, with an annual growth rate of 31.8%. North America is leading this shift, but Latin America, and especially Mexico, are making steady progress. Mexican stores are no longer competing solely with each other, they're competing with global experiences, and consumers know it.

The integration of technologies such as IoT and advanced analytics has accelerated this process, and the touchpoints between customers and brands have multiplied. But more devices also mean more noise. And this is where AI agents make the difference: they filter, personalize, and deliver value at the right moment.

For example, a consumer who enters a physical store can receive hyperlocal offers on their phone, scan a QR code to request a digital invoice, or check product availability without having to find an employee. All of this is managed by an AI agent that works 24/7, error-free, without delays, and that can also process and understand both text and speech.

Brands that employ AI assistants see increases in their conversion rates and average sales during special campaigns like Black Friday or Hot Sale. AI is no longer a matter of efficiency. It's a revenue driver. And most importantly, it's a learning engine. These agents, in addition to performing tasks, understand emotions, recognize patterns, and prioritize products based on style, budget, and previous preferences. The result isn't a transaction, it's a personalized and memorable shopping experience. A useful conversation, not a generic campaign.

Digital transformation is necessary and indispensable. Today, being present isn't enough; you have to be relevant. And that requires real-time intelligence, automated empathy, and constant presence. That's exactly what agent AI offers. And it's also what consumers will demand going forward.

At Gupshup, we believe the future of retail isn't just around the corner. It's already here. It's conversational, it's proactive, and it's happening in the pockets of every Mexican consumer, every day, at all hours.

About Gupshup

Gupshup is a Conversation Cloud that enables businesses to advertise, communicate, and converse with their customers by leveraging AI and CPaaS. Gupshup’s conversational engagement solutions enable 75,000+ brands across India, Latin America, Europe, Southeast Asia, the Middle East, and the United States to deliver better customer experience, and increased revenue while saving costs. Citibank, AkzoNobel, Khan Academy, Unilever, Dream11, Netflix, Flipkart, and Ola are a few of its leading clients. With an industry-trained Conversational AI platform and real-time unified profiles, Gupshup powers over 10 billion messages per month. Valued at $1.4 billion, the company has marquee investors such as Tiger Global, Fidelity Management and Research Co. LLC, and others on its cap table. For more details, please visit www.gupshup.io.