AI Reshapes Mexico Retail Through Data and Automation

Summary: AI is becoming a strategic capability in Mexico’s retail sector as retailers integrate data, automation and analytics to improve inventory accuracy, pricing, demand forecasting and customer personalization. The rapid adoption of AI-assisted shopping among Mexican consumers, combined with projected retail and e-commerce growth, is increasing the need for scalable infrastructure, integrated data platforms and strong governance. 

Artificial intelligence (AI) is becoming a strategic component of Mexico’s retail industry as companies seek to improve inventory accuracy, streamline operations and personalize shopping experiences. These priorities were central to the second edition of Retail Forum 2026, organized by Sensormatic Solutions in Mexico City, where more than 70 executives and decision-makers discussed how retailers can translate data into business decisions.

The event brought together industry leaders to examine the integration of AI, automation and analytics across physical stores and digital channels. Discussions reflected a broader shift in retail technology, from implementing isolated digital tools toward developing connected systems capable of supporting commercial decisions and operational efficiency.

“Spaces such as Retail Forum allow us to hear firsthand the challenges, priorities and opportunities facing Mexican retail,” said Lizbeth Gutiérrez, Country Leader ShopperTrak Analytics at Sensormatic Solutions.

Tony D’Onofrio, President of Sensormatic Solutions, emphasized that technology’s impact should also be measured by how it changes the way consumers discover, select and purchase products. His presentation connected AI adoption with inventory precision and operational analysis, two areas that influence product availability and customer experience. 

Retailers Move From Data Collection to Action

The discussions at Retail Forum highlighted the growing importance of systems that do more than display information. As retailers accumulate data across multiple channels, the challenge is integrating it into workflows that support timely decisions and measurable business outcomes.

Froylán Campos, CEO of WorkingMinds, described the transition from information systems toward platforms capable of recommending and executing operational actions in real time. This approach requires connecting e-commerce platforms, enterprise systems, radio frequency identification (RFID), customer traffic measurements and omnichannel operations, while retaining human supervision.

Potential applications include replenishment, promotions, pricing, loss prevention and stockout prediction. By combining these capabilities, retailers can improve visibility into demand and coordinate decisions across stores, distribution networks and digital platforms.

However, implementation requires investment in technology infrastructure. Rafael Villanueva, Director of IT at Fondo de Inversión Fibra Dhanos, identified infrastructure costs as a barrier to expanding these applications. Eliot Ortega, Director of IT at Grupo Ultra, meanwhile, linked understanding in-store consumer behavior with the ability to personalize shopping experiences.

These operational considerations reflect a wider industry trend: AI adoption increasingly depends on data integration, scalable platforms and governance rather than the acquisition of individual tools. 

Global Retailers Focus on Scalable AI

The priorities discussed in Mexico City align with findings from KPMG’s Global Tech Report 2026: Consumer & Retail, which identifies a shift toward making AI a scalable business capability.

Based on responses from more than 250 executives in fashion, luxury, consumer goods, food and specialized retail, the report examines how companies are using technology to improve operational efficiency, decision-making and customer experience. Respondents included executives from private companies (76%) and publicly traded companies (24%), representing businesses across Asia-Pacific, the Americas, and Europe, the Middle East and Africa, reported MBN. 

Retailers are incorporating AI into demand forecasting, dynamic pricing, inventory management, supply chain optimization and customer personalization. KPMG’s findings indicate that implementation depends on shared technology platforms, simplified infrastructure and reliable, governed data.

Connecting information from e-commerce, customer relationship management systems, loyalty programs and mobile applications can help companies accelerate commercial decisions, manage costs and support revenue growth. At the same time, data protection, algorithm transparency and human oversight are becoming important requirements for maintaining consumer trust. 

Mexican Shoppers Adopt AI-Assisted Commerce

The expansion of AI is not limited to retailers’ internal operations. Mexican consumers are also incorporating AI into their purchasing decisions, creating new expectations for digital commerce and personalized services.

According to the Adyen Retail Report 2026, 42% of Mexican consumers use AI assistants when shopping, up from 15% a year earlier, Mexico Business News reported. The findings indicate a rapid increase in consumer engagement with AI-supported purchasing tools.

The report also found that 48% of Mexican shoppers would be willing to delegate the entire purchasing process to an AI assistant, including completing transactions, provided they could establish parameters such as preferred brands and spending limits.

This adoption creates opportunities for retailers to develop more personalized shopping journeys while raising requirements for transparent recommendations, secure transactions and consumer control. 

Data Governance Shapes Technology Investment

As AI applications expand across customer-facing and operational functions, companies must address the quality, accessibility and management of the information supporting those systems.

Óscar Hernández, CEO of Bluetab LATAM, said companies need strategic technology integration, cloud scalability and strong data governance to maximize AI’s business impact.

“Successful implementation requires a deep understanding of corporate data and detailed process mapping,” Hernández said. “Strategic integration supported by cloud scalability and strong data governance frameworks allows companies to optimize product availability and pricing strategies while protecting profit margins.”

His remarks underscore the connection between technology investment and business performance. Without reliable data and clearly defined processes, AI applications may struggle to deliver consistent results across different areas of a retail organization. 

Retail Growth Increases Demand for Digital Capabilities

Mexico’s retail outlook provides additional context for these investments. Euromonitor International projects that total retail sales in the country will increase 40% over the next five years, exceeding the Latin American average by 15%. E-commerce sales are forecast to grow 58% over the same period.

Retailers are therefore balancing pricing competitiveness with expectations for quality, convenience and stronger customer relationships. Alonso Yáñez, vice president and retail leader at Capgemini, said price remains the primary consideration for essential goods, while consumers increasingly seek quality and emotional connections with brands in discretionary categories.

Social commerce is also expanding, with nearly half of Mexico’s population having purchased products through social media. TikTok and Facebook are emerging as important channels for digital commerce.

These changes formed part of the broader discussion at Retail Forum’s closing panel, moderated by Darinel Becerra, Editorial Managing Partner of Retailers Magazine. Participants included Fátima Alanís, Performance & Retail Manager at Ferragamo; Andrea Rojas, Marketing and Store Experience Senior Director at AR Holdings; Gerardo Buenfil, Director of Retail Operations at The Coffee; and Gerardo García, Deputy Purchasing Director at Tiendas 3B.

Panelists discussed connecting indicators across departments to translate information into commercial and operational decisions. Alanís summarized one principle guiding the adoption of AI: “A good use of AI is that you don’t notice it is AI.”

For Mexico’s retailers, the discussions point to a transformation in which data integration, infrastructure and governance are becoming central to inventory management, profitability and customer experience.