AI Takes Spotlight at eRetail Day Mexico 2025

Artificial intelligence (AI) took center stage at eRetail Day Mexico 2025, underscoring its pivotal role in transforming the digital commerce landscape. Held on July 3 at Estudio R in Mexico City, the event gathered over 2,000 professionals—both in person and online—for a day of innovation, insights, and technology.

A key attraction was the unveiling of Delphi, an AI-powered avatar designed to answer questions and guide attendees through the event. Despite some initial technical issues, Delphi was successfully activated. Another highlight was Laila, a live AI assistant introduced by Marcos Pueyrredon, President, eCommerce Institute and Co-founder, VTEX.

“AI is not a replacement—it is an enhancement,” said Pueyrredon. “We must understand its capabilities and limits to create better, more human experiences.” He emphasized the importance of integrating AI with human-centered design to deliver real value in digital commerce.

Pierre-Claude Blaise, Director General, Mexican Online Sales Association (AMVO), shared global figures highlighting the sector’s continued growth. In 2025, e-commerce is expected to reach US$6 trillion in value—making it the third-largest economy globally if treated as a country. With 3 billion people shopping online, digital commerce now reaches 50% of the global population and 75% of internet users.

Mexico remains one of the fastest-growing markets, with 15.8% of total retail sales coming from e-commerce. The country has held a top-five position in digital commerce growth for eight consecutive years.

The event also explored the practical application of AI in retail, including case studies on marketplaces, retail media, and collaborative commerce models. Discussions reinforced how AI is being deployed not only for automation but also to drive personalization, efficiency, and consumer engagement.

Pueyrredon noted that Latin America—particularly Mexico, Brazil, Argentina, Colombia, and Chile—is playing a critical role in regional digital transformation. He stressed that maintaining momentum in 2025 will depend on preserving growth, increasing access, and adopting AI in a balanced, strategic way.

“Augmented intelligence is no longer theoretical—it is real and happening now,” he said. “It is about putting people first while harnessing technology to scale impact.”

The event closed with a call to action: align digital strategies with evolving consumer expectations, build inclusive ecosystems, and use AI to enable sustainable growth in e-commerce.