AI Drives 42% of Shopper Decisions in Mexico

Artificial intelligence has transitioned from a specialized tool to a primary driver of Mexico’s retail sector, with 42% of consumers now using AI assistants during the purchasing process. According to the Adyen Retail Report 2026, this figure represents a sharp increase from the 15% adoption rate recorded the previous year, signaling a rapid transformation in how the domestic market evaluates and executes transactions.

Data indicates a high level of consumer trust in these technologies, as 48% of Mexican shoppers expressed willingness to delegate the entire purchasing journey to AI, including the final transaction, provided that specific parameters such as brand preference and budget are defined. Analysts suggest that retailers are no longer interacting solely with individual consumers, but with consumers augmented by digital tools that prioritize transparency, speed and efficiency.

Operational Efficiency and Real-Time Data

Bluetab, a global firm specializing in data and artificial intelligence solutions, emphasizes that the integration of these technologies is reshaping the retail landscape in Mexico. Óscar Hernández, CEO, Bluetab LATAM, said successful implementation requires a deep understanding of corporate data and detailed process mapping. Strategic integration—supported by cloud scalability and strong data governance frameworks—allows companies to optimize product availability and pricing strategies while protecting profit margins.

In daily operations, AI is moving data from a support role to the center of commercial decision-making. Key impact areas include:

• Real-Time Personalization: Analyzing consumer behavior patterns across physical stores, e-commerce platforms and social media channels to deploy targeted offers and recommendations.
   

• Predictive Pricing: Using machine learning algorithms to adjust prices dynamically based on demand, seasonality and competitor activity.
   

• Supply Chain Management: Integrating demand forecasts with a unified view of inventory to reduce stockouts, improve replenishment cycles and minimize operational losses.

Market Projections and Growth

The scale of this digital transformation is underscored by market forecasts. Euromonitor International projects that total retail sales in Mexico will increase by 40% over the next five years, a rate 15% higher than the Latin American average. During the same period, e-commerce sales are expected to grow by 58%.

Alonso Yáñez, vice president and retail leader, Capgemini, noted that while price remains the dominant factor for essential goods, Mexican consumers are increasingly prioritizing quality and emotional connection in discretionary categories, as previously reported by MBN.

Furthermore, social commerce is expanding faster than global trends in Mexico. Nearly half of the population has purchased products through social media platforms, with TikTok and Facebook leading the transition toward social-driven retail channels.

Transparency and the Human Element

Despite the growing push toward automation, transparency remains a critical factor for maintaining brand loyalty. Global research indicates that 71% of consumers are willing to switch brands if they perceive a lack of transparency regarding product size or value, such as in cases of “shrinkflation.” In Mexico, 56% of consumers share this concern, demonstrating a growing awareness of corporate ethics and pricing practices.

Technology is therefore viewed more as an amplifier than a replacement for human interaction. Approximately 83% of Mexican respondents reported that they remain comfortable with face-to-face customer service.

The industry’s key challenge for 2026 will be maintaining relevance in an environment where the shopping journey may begin with an AI assistant and conclude with an automated order, requiring a seamless connection between logistics, inventory management and customer service.