1(self.webpackChunk_N_E=self.webpackChunk_N_E||[]).push([[888],{2186:e=>{e.exports={"hsfc-Step":"layout_hsfc-Step__YmdSC","hsfc-CheckboxInput":"layout_hsfc-CheckboxInput__dhs2x","hsfc-Button":"layout_hsfc-Button__irj30","hsfc-Step__Content":"layout_hsfc-Step__Content__5wXut",futurevision:"layout_futurevision__4dHvY","helperText-label":"layout_helperText-label__iTyOu","helperText-icon":"layout_helperText-icon__p5JWR",jump:"layout_jump__IEKgY",mainTitle:"layout_mainTitle__9gtlX",layout:"layout_layout__0spdh"}},3527:(e,a,o)=>{"use strict";o.d(a,{O8:()=>n,Yp:()=>r,Mv:()=>i});var s=o(7876);let n={seo:{title:"R/GA FutureVision | Navigating the New Era of Intelligent Commerce",description:"In todayâs social-first and AI-powered world, how (and why) consumers shop has evolved. Explore these changes in Navigating the New Era of Intelligent Commerce, a global research report outlining R/GA's integrated framework for building Adaptive Commerce experiences in the intelligence age.",ogTitle:"R/GA FutureVision | Navigating the New Era of Intelligent Commerce",ogDescription:"In todayâs social-first and AI-powered world, how (and why) consumers shop has evolved. Explore these changes in Navigating the New Era of Intelligent Commerce, a global research report outlining R/GA's integrated framework for building Adaptive Commerce experiences in the intelligence age.",ogUrl:"https://rga.com/commerce-report",ogImage:{source:"https://res.cloudinary.com/rga/image/upload/v1744214674/prod-strapi/METAHOMEPAGE_18e376679b.webp",alt:"R/GA - We Create More Valuable Experiences for People and Brands",type:"image/webp",width:"1200",height:"627"},canonical:"https://rga.com/commerce-report"},hero:{source:"assets/images/404.png",video:{mobile:{src:"https://res.cloudinary.com/rga/video/upload/v1746122799/prod-strapi/RGA_Landing_Page_Hero_Video_9x16_v2_Download_Today_6ef1c2f669.mp4",poster:"https://res.cloudinary.com/rga/image/upload/v1744739110/commerce-exploration/hero_video_mobile_poster.png"},desktop:{src:"https://res.cloudinary.com/rga/video/upload/v1746122021/prod-strapi/RGA_Landing_Page_Hero_Video_16x9_v2_Download_Today_d7a916674d.mp4",poster:"https://res.cloudinary.com/rga/image/upload/v1744739110/commerce-exploration/hero_video_desktop_poster.png"}}},verticalAccordion:{mobile:{title:"THE COMMERCE LANDSCAPE </br> IS UNDERGOING A</br>FUNDAMENTAL SHIFT",description:"One of the biggest priorities for brands today is driving demand among consumers facing economic pressure. Brands face stiff competition within the commerce landscape, driven by rapidly evolving marketplaces, social channels, and the integration of AI. This new report from R/GA explores how brands can find new ways to stand out in order to capture an even more elusive sale.",cards:[{cardInfo:{image:{source:"assets/images/accordion-image-1.png",alt:""},title:"<span>Multimodal Shopping</span> <span>Blends Discovery</span> and Purchase",description:"Todayâs shopping journey is multimodal. Consumers balance intent, emotional and functional needs, and dynamic behaviors as they fluidly move between distinct interaction surfaces."},body:'<p>Consumers bounce between Discovery Modeâexploration for the sake of pleasure, not purchaseâ and Purchase Modeâa mindset focused on efficiency and problem-solvingâ fluidly and often unconsciously, expecting brand experiences to flex along with them.</p>\n <img src="assets/images/accordion-image-1.png" alt="" />'},{cardInfo:{image:{source:"assets/images/accordion-image-2.png",alt:""},title:"<span>How Platforms</span> <span>are Embracing the</span> Shopping Journey",description:"Commerce has fragmented across channels catering to rapidly evolving consumer behaviors and expectations. Differentiated brand experiences can unite Discovery with Purchase."},body:'<p>Social channels have become the front door to commerce, dominating discovery and now enabling purchase. Marketplaces remain the go-to for buying, increasingly integrating AI to support discovery. Without standout experiences, brands risk losing pricing powerâand loyalty.</p>\n <img src="assets/images/accordion-image-2.png" alt="" />'},{cardInfo:{image:{source:"assets/images/accordion-image-3.png",alt:""},title:"<span>AI Creates a New</span> Playbook for Brands",description:"AI is not just another channel; itâs becoming an intelligent layer across the entire consumer journey, reshaping expectations for personalization, assistance, and even agency."},body:'<p>People are using tools like Google Gemini, ChatGPT, and Claude to discover, evaluate, and even transact. AI is now capable of performing the roles once held by friends, sales associates, and review sites. The question is: will brands keep up?</p>\n <img src="assets/images/accordion-image-3.png" alt="" />'},{cardInfo:{image:{source:"assets/images/accordion-image-4.png",alt:""},title:"<span>Dueling Imperatives</span> <span>Compete for Brand</span> Attention",description:"As AI adoption accelerates and economic growth stagnates, brands face a difficult challenge: to deliver results today while building for an unpredictable tomorrow."},body:'<p>Balance is of the utmost importance. Move too quickly, and risk disrupting core platform optimization at the expense of long-term growth. Focus only on immediate returns, and risk falling behind in the next era of commerce and customer experience.</p>\n <img src="assets/images/accordion-image-4.png" alt="" />'}]},desktop:{title:"THE COMMERCE</br>LANDSCAPE IS</br>UNDERGOING A</br>FUNDAMENTAL SHIFT",description:"One of the biggest priorities for brands today is driving demand among consumers facing economic pressure. Brands face stiff competition within the commerce landscape, driven by rapidly evolving marketplaces, social channels, and the integration of AI. This new report from R/GA explores how brands can find new ways to stand out in order to capture an even more elusive sale.",cards:[{cardInfo:{image:{source:"assets/images/accordion-image-1.png",alt:""},title:"Multimodal Shopping Blends Discovery and Purchase",description:"Todayâs shopping journey is multimodal. Consumers balance intent, emotional and functional needs, and dynamic behaviors as they fluidly move between distinct interaction surfaces."},body:'<p>Discovery Modeâexploration for the sake of pleasure, not purchaseâhas become a core part of the customer journey. But when itâs time to buy, consumers switch to Purchase Modeâa mindset focused on efficie
1ncy and problem-solving. Todayâs shoppers bounce between these modes fluidly and often unconsciously, expecting brand experiences to flex along with them.</p>\n <img src="assets/images/accordion-image-1.png" alt="" />\n <div class="know-more">\n <h3 class="know-more-title">\n <span>What This <br /> Chapter Covers:</span>\n </h3>\n <ul class="know-more-items">\n <li>AI as the New Shopping Companion</li>\n </ul>\n </div>\n <div class="gradient" style="color: #0000FF;" />\n '},{cardInfo:{image:{source:"assets/images/accordion-image-2.png",alt:""},title:"How Platforms are Embracing the Shopping Journey",description:"Commerce has fragmented across platforms catering to rapidly evolving consumer behaviors and expectations. Differentiated brand experiences can unite Discovery with Purchase."},body:'<p>Social channels have become the front door to commerce, dominating discovery and now enabling purchase. Marketplaces remain the go-to for buying, increasingly integrating AI to support discovery. When it comes to brand sites and apps, the quest to optimize for cart conversion has resulted in template traps. Nearly half of consumers say they all feel the same. Without standout experiences, tier-1 brands risk losing pricing powerâand loyalty.</p>\n <img src="assets/images/accordion-image-2.png" alt="" />\n <div class="know-more">\n <h3 class="know-more-title">\n <span>What This <br /> Chapter Covers:</span>\n </h3>\n <ul class="know-more-items">\n <li>Social Channels Lead Product Discovery</li>\n <li>Marketplaces Dominate Purchase and Push into Discovery</li>\n <li>Differentiation Through Content, Intelligent Service, and Brand Design</li>\n </ul>\n </div>\n <div class="gradient" style="color: #03FFFF;" />\n '},{cardInfo:{image:{source:"assets/images/accordion-image-3.png",alt:""},title:"AI Creates a New Playbook for Brands",description:"AI is not just another channel; itâs becoming an intelligent layer across the entire consumer journey, reshaping expectations for personalization, assistance, and even agency."},body:'<p>People are using tools like Google Gemini, ChatGPT, and Claude to discover, evaluate, and even transact. AI is now capable of performing the roles once held by friends, sales associates, and review sitesâoffering real-time recommendations, summarizing options, and learning user preferences over time. Nearly half of consumers say they expect AI to make better product recommendations than friends or family. The question is whether brands will keep up.</p>\n <img src="assets/images/accordion-image-3.png" alt="" />\n <div class="know-more">\n <h3 class="know-more-title">\n <span>What This <br /> Chapter Covers:</span>\n </h3>\n <ul class="know-more-items">\n <li>AI Redefines the Discovery Experience</li>\n <li>Preparing for Agentic Commerce</li>\n <li>From Personalization at Scale to Smart Dialogue</li>\n </ul>\n </div>\n <div class="gradient" style="color: #03FF00;" />\n '},{cardInfo:{image:{source:"assets/images/accordion-image-4.png",alt:""},title:"Dueling Imperatives Compete for Brand Attention",description:"As AI adoption accelerates and economic growth stagnates, brands face a difficult challenge: to deliver results today while building for an unpredictable tomorrow."},body:'<p>Balance is of the utmost importance. Move too quickly, and risk disrupting core platform optimization at the expense of long-term growth. Focus only on immediate returns, and risk falling behind in the next era of commerce and customer experience.</p>\n <img src="assets/images/accordion-image-4.png" alt="" />\n <div class="know-more">\n <h3 class="know-more-title">\n <span>What This <br /> Chapter Covers:</span>\n </h3>\n <ul class="know-more-items">\n <li>Balancing Innovation with Core Commerce Foundations</li>\n <li>From Piloting to Capturing ROI</li>\n <li>Building Organizational AI Fluency</li>\n </ul>\n </div>\n <div class="gradient" style="color: #FFFF00;" />\n '}],scrollDown:{text:"Scroll down to explore more",target:"#cta1"},getReport:{label:"DOWNLOAD TODAY",href:"#"}}},cta1:{id:"cta1",variant:"dark-theme",text:"THIS COMPLEX, FAST-MOVING ENVIRONMENT DEMANDS A NEW APPROACH.",arrow:{desktop:90,mobile:90}},adaptiveCommerce:{title:{desktop:"ADAPTIVE<br/>COMMERCE",mobile:"ADAPTIVE<br/>COMMERCE"},row1:{title:"AN INTEGRATED COMMERCE FRAMEWORK FOR THE INTELLIGENCE AGE.",description:"Adaptive Commerce is designed for an era of constant change, centered on continuously understanding and responding to the customer with relevance and value."},row2:{title:"THE 4 PILLARS OF ADAPTIVE COMMERCE",description:"To help brands connect with consumers on a deeper level, we developed a framework built on four essential pillars of adaptability. This framework outlines the shifts brands should prioritize today and plan for next."}},morphingGradient:{content:[{title:(0,s.jsxs)(s.Fragment,{children:["From Information ",(0,s.jsx)("br",{})," ",(0,s.jsxs)("span",{children:["to Intelligent ",(0,s.jsx)("br",{})," Discovery"]})]}),leadA:"If consumers (or their AI agents) canât find you, nothing else matters.",leadB:"That means
1showing up in traditional search, marketplaces, visual search, and, increasingly, in LLM-powered results. Brands must rethink SEO for the AI eraâtreating content not just as marketing, but as machine-readable guidance for intelligent systems.",leadMobile:"<p>If consumers (or their AI agents) canât find you, nothing else matters.</p><p>That means showing up in traditional search, marketplaces, visual search, and, increasingly, in LLM-powered results. Brands must rethink SEO for the AI eraâtreating content not just as marketing, but as machine-readable guidance for intelligent systems.</p>"},{title:(0,s.jsxs)(s.Fragment,{children:["From ",(0,s.jsx)("br",{})," Omnichannel ",(0,s.jsx)("span",{children:"to Multimodal"})]}),leadA:"Your commerce touchpoints must flex to match a shopperâs modeâwhether theyâre casually browsing or urgently buying.",leadB:"That calls for modular design systems, real-time personalization, and headless architectures that serve content dynamically based on context and behavior.",leadMobile:"<p>Your commerce touchpoints must flex to match a shopperâs modeâwhether theyâre casually browsing or urgently buying.</p><p>That calls for modular design systems, real-time personalization, and headless architectures that serve content dynamically based on context and behavior.</p>"},{title:(0,s.jsxs)(s.Fragment,{children:["From Monologue ",(0,s.jsxs)("span",{children:["to Intimate ",(0,s.jsx)("br",{})," Dialogue"]})]}),leadA:"Forget personalization-as-usual. Consumers now expect interactions that feel like a conversationâcontext-aware, brand-specific, and helpful across channels.",leadB:"That requires consolidating core customer data (purchase history, preferences), training AI in your tone of voice, and designing experiences that evolve with each touchpoint.",leadMobile:"<p>Forget personalization-as-usual. Consumers now expect interactions that feel like a conversationâcontext-aware, brand-specific, and helpful across channels.</p><p>That requires consolidating core customer data (purchase history, preferences), training AI in your tone of voice, and designing experiences that evolve with each touchpoint.</p>"},{title:(0,s.jsxs)(s.Fragment,{children:["From Static ",(0,s.jsx)("br",{}),"to Predictive ",(0,s.jsx)("span",{children:"Brand Expression"})]}),leadA:"In an AI-generated world, sameness is a creeping threat. Brands must encode their unique DNAâvisually, verbally, and experientiallyâinto the systems that shape customer interactions.",leadB:"This isnât just about consistency. Itâs about building a living, promptable brand that shows up intelligently and unmistakably, even when youâre not in control of the interface.",leadMobile:"<p>In an AI-generated world, sameness is a creeping threat. Brands must encode their unique DNAâvisually, verbally, and experientiallyâinto the systems that shape customer interactions.</p><p>This isnât just about consistency. Itâs about building a living, promptable brand that shows up intelligently and unmistakably, even when youâre not in control of the interface.</p>"}]},beginning:{desktop:{title:"THIS IS JUST<br/>THE BEGINNING",description:"To understand this rapidly changing landscape, R/GA surveyed 8,716 consumers across 13 markets spanning five regions. Our report provides a deep dive into the research and a comprehensive roadmap across each of the 4 pillars of the Adaptive Commerce framework."},mobile:{title:"THIS IS JUST THE BEGINNING",description:"To understand this rapidly changing landscape, R/GA surveyed 8,716 consumers across 13 markets spanning five regions. Our report provides a deep dive into the research and a comprehensive roadmap across each of the 4 pillars of the Adaptive Commerce framework."},cta:{label:"DOWNLOAD <br/> TODAY",href:"#"}},form:{title:"submit your information below to access the full report",src:"https://js.hsforms.net/forms/embed/developer/49893652.js",formId:"ae0f48e1-14e6-4fcf-ab68-8bb6384ce107"}},r={seo:{title:"R/GA FutureVision | Navegando una nueva era de comercio inteligente",description:"En un mundo dominado por lo social y potenciado por la inteligencia artificial, la forma en la que los consumidores compran (y el por qu\xe9) ha evolucionado. Explore estos cambios en este reporte global y exclusivo de R/GA sobre el estado actual del comercio.",ogTitle:"R/GA FutureVision | Navegando una nueva era de comercio inteligente",ogDescription:"En un mundo dominado por lo social y potenciado por la inteligencia artificial, la forma en la que los consumidores compran (y el por qu\xe9) ha evolucionado. Explore estos cambios en este reporte global y exclusivo de R/GA sobre el estado actual del comercio.",ogUrl:"https://rga.com/es/commerce-report",ogImage:{source:"https://res.cloudinary.com/rga/image/upload/v1744214674/prod-strapi/METAHOMEPAGE_18e376679b.webp",alt:"R/GA FutureVision | Navegando una nueva era de comercio inteligente",type:"image/webp",width:"1200",height:"627"},canonical:"https://rga.com/es/commerce-report"},hero:{source:"../assets/images/404.png",video:{mobile:{src:"https://res.cloudinary.com/rga/video/upload/v1747243863/prod-strapi/RGA_Landing_Page_Hero_Video_9x16_v2_Download_Today_SPA_v2_caba5e321b.mp4",poster:"https://res.cloudinary.com/rga/image/upload/v1744739110/commerce-exploration/hero_video_mobile_poster.png"},desktop:{src:"https://res.cloudinary.com/rga/video/upload/v1747243862/prod-strapi/RGA_Landing_Page_Hero_Video_16x9_v2_Download_Today_SPA_v2_eff40e6472.mp4",poster:"https://res.cloudinary.com/rga/image/upload/v1744739110/commerce-exploration/hero_video_desktop_poster.png"}}},verticalAccordion:{mobile:{title:"El comercio est\xe1 atravesando un cambio fundamental",description:"Una de las principales prioridades de las marcas hoy es impulsar la demanda entre los consumidores, al mismo tiempo que estos experimentan grandes desaf\xedos econ\xf3micos. Las marcas enfrentan una dura competencia, impulsada por mercados en r\xe1pida evoluci\xf3n, redes sociales y la integraci\xf3n de la IA. Este nuevo reporte de R/GA explora c\xf3mo las marcas pueden encontrar nuevas formas de destacarse para captar ventas cada vez m\xe1s dif\xedciles de alcanzar.",cards:[{cardInfo:{image:{source:"../assets/images/accordion-image-1.png",alt:""}
1,title:"Las compras multimodales combinan descubrimiento y compra",description:"El journey de compras actual es multimodal. Los consumidores equilibran la intenci\xf3n, las necesidades emocionales y funcionales, y los comportamientos din\xe1micos, mientras se mueven con fluidez entre distintos entornos de interacci\xf3n.",ctaCopy:"Conozca m\xe1s"},body:'<p>Los consumidores pasan del Discovery Mode (explorar por placer, no para comprar) al Purchase Mode (un mindset enfocado en eficiencia y resoluci\xf3n de problemas), de forma fluida y, a menudo, inconscientemente, esperando que las experiencias de marca se adapten a ellos.</p>\n <img src="../assets/images/accordion-image-1.png" alt="" />'},{cardInfo:{image:{source:"../assets/images/accordion-image-2.png",alt:""},title:"C\xf3mo las plataformas est\xe1n adoptando el proceso de compra",description:"El proceso de compra se ha fragmentado en distintas plataformas que atienden los comportamientos y expectativas de los consumidores en r\xe1pida evoluci\xf3n. Las experiencias de marca diferenciadas pueden unir la etapa de Discovery, con la compra.",ctaCopy:"Conozca m\xe1s"},body:'<p>Las redes sociales se han convertido en la puerta de entrada a las compras, dominando la etapa de descubrimiento y ahora permitiendo la compra en s\xed misma. Los marketplaces siguen siendo la opci\xf3n preferida para comprar, integrando cada vez m\xe1s la IA para respaldar los procesos de b\xfasqueda. Sin experiencias diferenciales, las marcas corren el riesgo de perder poder de fijaci\xf3n de precios y lealtad.</p>\n <img src="../assets/images/accordion-image-2.png" alt="" />'},{cardInfo:{image:{source:"../assets/images/accordion-image-3.png",alt:""},title:"La IA crea un nuevo manual para las marcas",description:"La IA no es un canal m\xe1s; se est\xe1 convirtiendo en una capa inteligente a lo largo de todo el consumer journey, transformando sus expectativas de personalizaci\xf3n, asistencia e incluso autonom\xeda.",ctaCopy:"Conozca m\xe1s"},body:'<p>La gente utiliza herramientas como Google Gemini, ChatGPT y Claude para descubrir, evaluar e incluso realizar transacciones. La IA ahora es capaz de realizar las funciones que antes desempe\xf1aban amigos, vendedores y sitios de rese\xf1as. La pregunta es si las marcas lograr\xe1n seguir el ritmo.</p>\n <img src="../assets/images/accordion-image-3.png" alt="" />'},{cardInfo:{image:{source:"../assets/images/accordion-image-4.png",alt:""},title:"Imperativos que compiten por la atenci\xf3n de la marca",description:"A medida que se acelera la adopci\xf3n de la IA y se estanca el crecimiento econ\xf3mico, las marcas enfrentan un desaf\xedo dif\xedcil: ofrecer resultados hoy y, al mismo tiempo, construir para un futuro impredecible.",ctaCopy:"Conozca m\xe1s"},body:'<p>El equilibrio es de suma importancia. Si una marca se mueve demasiado r\xe1pido, corre el riesgo de interrumpir la optimizaci\xf3n de su plataforma a expensas del crecimiento a largo plazo. Si se concentra \xfanicamente en el retorno inmediato, corre el riesgo de quedarse atr\xe1s en la pr\xf3xima era del comercio y en la experiencia del consumidor.</p>\n <img src="../assets/images/accordion-image-4.png" alt="" />'}]},desktop:{title:"El comercio est\xe1 atravesando un cambio fundamental",description:"Una de las principales prioridades de las marcas hoy es impulsar la demanda entre los consumidores, al mismo tiempo que estos experimentan grandes desaf\xedos econ\xf3micos. Las marcas enfrentan una dura competencia, impulsada por mercados en r\xe1pida evoluci\xf3n, redes sociales y la integraci\xf3n de la IA. Este nuevo reporte de R/GA explora c\xf3mo las marcas pueden encontrar nuevas formas de destacarse para captar ventas cada vez m\xe1s dif\xedciles de alcanzar.",cards:[{cardInfo:{image:{source:"../assets/images/accordion-image-1.png",alt:""},title:"Las compras multimodales combinan descubrimiento y compra",description:"El journey de compras actual es multimodal. Los consumidores equilibran la intenci\xf3n, las necesidades emocionales y funcionales, y los comportamientos din\xe1micos, mientras se mueven con fluidez entre distintos entornos de interacci\xf3n.",ctaCopy:"Conozca m\xe1s"},body:'<p>El Discovery Mode (explorar por placer, no para comprar) se ha convert
1ido en una parte fundamental del customer journey. Pero cuando llega el momento de comprar, los consumidores cambian al Purchase Mode, una mentalidad centrada en la eficiencia y la resoluci\xf3n de problemas. Los compradores de hoy oscilan entre estos modos de manera fluida y, a menudo, inconscientemente, esperando que las experiencias de marca se adapten a ellos.</p>\n <img src="../assets/images/accordion-image-1.png" alt="" />\n <div class="know-more">\n <h3 class="know-more-title">\n <span>Qu\xe9 cubre <br />este cap\xedtulo:</span>\n </h3>\n <ul class="know-more-items">\n <li>La IA como nueva compa\xf1era de compras</li>\n </ul>\n </div>\n <div class="gradient" style="color: #0000ff;" />\n '},{cardInfo:{image:{source:"../assets/images/accordion-image-2.png",alt:""},title:"C\xf3mo las plataformas est\xe1n adoptando el proceso de compra",description:"El proceso de compra se ha fragmentado en distintas plataformas que atienden los comportamientos y expectativas de los consumidores en r\xe1pida evoluci\xf3n. Las experiencias de marca diferenciadas pueden unir la etapa de Discovery, con la compra.",ctaCopy:"Conozca m\xe1s"},body:'<p>Las redes sociales se han convertido en la puerta de entrada a las compras, dominando la etapa de descubrimiento y ahora permitiendo la compra en s\xed misma. Los marketplaces siguen siendo la opci\xf3n preferida para comprar, integrando cada vez m\xe1s la IA para respaldar los procesos de b\xfasqueda. Sin experiencias diferenciales, las marcas corren el riesgo de perder poder de fijaci\xf3n de precios y lealtad.</p>\n <img src="../assets/images/accordion-image-2.png" alt="" />\n <div class="know-more">\n <h3 class="know-more-title">\n <span>Qu\xe9 cubre <br />este cap\xedtulo:</span>\n </h3>\n <ul class="know-more-items">\n <li>Las redes sociales lideran el descubrimiento de productos</li>\n <li>Los marketplaces dominan la compra y empujan al descubrimiento</li>\n <li>Diferenciaci\xf3n a trav\xe9s del contenido, los servicios inteligentes y el dise\xf1o de marca</li>\n </ul>\n </div>\n <div class="gradient" style="color: #03ffff;" />\n '},{cardInfo:{image:{source:"../assets/images/accordion-image-3.png",alt:""},title:"La IA crea un nuevo manual para las marcas",description:"La IA no es un canal m\xe1s; se est\xe1 convirtiendo en una capa inteligente a lo largo de todo el consumer journey, transformando sus expectativas de personalizaci\xf3n, asistencia e incluso autonom\xeda.",ctaCopy:"Conozca m\xe1s"},body:'<p>La gente utiliza herramientas como Google Gemini, ChatGPT y Claude para descubrir, evaluar e incluso realizar transacciones. La IA ahora es capaz de realizar las funciones que antes desempe\xf1aban amigos, vendedores y sitios de rese\xf1as: ofrecer recomendaciones en tiempo real, resumir opciones y conocer las preferencias de los usuarios a lo largo del tiempo. Casi la mitad de los consumidores dicen que esperan que la IA haga mejores recomendaciones de productos que sus amigos o familiares. La pregunta es si las marcas lograr\xe1n seguir el ritmo.</p>\n <img src="../assets/images/accordion-image-3.png" alt="" />\n <div class="know-more">\n <h3 class="know-more-title">\n <span>Qu\xe9 cubre <br />este cap\xedtulo:</span>\n </h3>\n <ul class="know-more-items">\n <li>La IA redefine la experiencia de discovery</li>\n <li>Prepar\xe1ndonos para un comercio basado en agentes de IA</li>\n <li>De personalizaci\xf3n a escala a di\xe1logos inteligentes</li>\n </ul>\n </div>\n <div class="gradient" style="color: #03ff00;" />\n '},{cardInfo:{image:{source:"../assets/images/accordion-image-4.png",alt:""},title:"Imperativos que compiten por la atenci\xf3n de la marca",description:"A medida que se acelera la adopci\xf3n de la IA y se estanca el crecimiento econ\xf3mico, las marcas enfrentan un desaf\xedo dif\xedcil: ofrecer resultados hoy y, al mismo tiempo, construir para un futuro impredecible.",ctaCopy:"Conozca m\xe1s"},body:'<p>El equilibrio es de suma importancia. Si una marca se mueve demasiado r\xe1pido, corre el riesgo de interrumpir la optimizaci\xf3n de su plataforma a expensas del crecimiento a largo plazo. Si se concentra \xfanicamente en el retorno inmediato, corre el riesgo de quedarse atr\xe1s en la pr\xf3xima era del comercio y en la experiencia del consumidor.</p>\n <img src="../assets/images/accordion-image-4.png" alt="" />\n <div class="know-more">\n <h3 class="know-more-title">
1\n <span>Qu\xe9 cubre <br />este cap\xedtulo:</span>\n </h3>\n <ul class="know-more-items">\n <li>Un equilibrio entre innovaci\xf3n y las bases centrales del comercio</li>\n <li>De la fase piloto a la generaci\xf3n de ROI</li>\n <li>Desarrollar fluidez de la IA en la organizaci\xf3n</li>\n </ul>\n </div>\n <div class="gradient" style="color: #ffff00;" />\n '}],nextUp:"Siguiente:",scrollDown:{text:"Haga scroll para explorar m\xe1s",target:"#cta1"},getReport:{label:"Descargue el estudio",href:"#"}}},cta1:{id:"cta1",variant:"dark-theme",text:"Este entorno complejo y cambiante exige un nuevo enfoque.",arrow:{desktop:90,mobile:90}},adaptiveCommerce:{title:{desktop:"Adaptive<br/>Commerce",mobile:"Adaptive<br/>Commerce"},row1:{title:"Un framework de comercio integrado para la era de la inteligencia.",description:"Adaptive Commerce est\xe1 dise\xf1ado para una era de cambio constante, centrada en comprender y responder continuamente al consumidor con relevancia y valor."},row2:{title:"Los 4 pilares del Adaptive Commerce",description:"Para ayudar a las marcas a conectarse con los consumidores a un nivel m\xe1s profundo, desarrollamos un framework basado en cuatro pilares esenciales de adaptabilidad. Este framework describe los cambios que las marcas deben priorizar hoy y planificar para m\xe1s adelante."}},morphingGradient:{content:[{title:(0,s.jsxs)(s.Fragment,{children:["De la informaci\xf3n",(0,s.jsx)("br",{})," ",(0,s.jsx)("span",{children:"al descubrimiento inteligente"})]}),leadA:"Si los consumidores (o sus agentes de IA) no pueden encontrar su marca, no importa nada m\xe1s.",leadB:"Eso significa aparecer en las b\xfasquedas tradicionales, los marketplaces, las b\xfasquedas visuales y, cada vez m\xe1s, en los resultados basados ââen LLM. Las marcas deben repensar el SEO para la era de la IA, tratando el contenido no s\xf3lo como marketing, sino como una gu\xeda legible para sistemas inteligentes.",leadMobile:"<p>Si los consumidores (o sus agentes de IA) no pueden encontrar su marca, no importa nada m\xe1s.</p><p>Eso significa aparecer en las b\xfasquedas tradicionales, los marketplaces, las b\xfasquedas visuales y, cada vez m\xe1s, en los resultados basados ââen LLM. Las marcas deben repensar el SEO para la era de la IA, tratando el contenido no s\xf3lo como marketing, sino como una gu\xeda legible para sistemas inteligentes.</p>"},{title:(0,s.jsxs)(s.Fragment,{children:["De la omnicanalidad",(0,s.jsx)("br",{})," ",(0,s.jsx)("span",{children:"a la multimodalidad"})]}),leadA:"Sus puntos de contacto comerciales deben ser flexibles para adaptarse a los modos del consumidor, ya sea que est\xe9 navegando casualmente o comprando con urgencia.",leadB:"Eso requiere sistemas de dise\xf1o modular, personalizaci\xf3n en tiempo real y arquitecturas que ofrezcan contenido de forma din\xe1mica en funci\xf3n del contexto y el comportamiento.",leadMobile:"<p>Sus puntos de contacto comerciales deben ser flexibles para adaptarse a los modos del consumidor, ya sea que est\xe9 navegando casualmente o comprando con urgencia.</p><p>Eso requiere sistemas de dise\xf1o modular, personalizaci\xf3n en tiempo real y arquitecturas que ofrezcan contenido de forma din\xe1mica en funci\xf3n del contexto y el comportamiento.</p>"},{title:(0,s.jsxs)(s.Fragment,{children:["Del mon\xf3logo",(0,s.jsx)("br",{})," ",(0,s.jsx)("span",{children:"al di\xe1logo \xedntimo"})]}),leadA:"Olv\xeddese de la personalizaci\xf3n habitual. Los consumidores ahora esperan interacciones que parezcan una conversaci\xf3n: que tengan en cuenta el contexto, sean espec\xedficas de la marca y \xfatiles en todos los canales.",leadB:"Eso requiere consolidar los datos b\xe1sicos de los consumidores (historial de compras, preferencias), entrenar la IA en su tono de voz y dise\xf1ar experiencias que evolucionen con cada punto de contacto.",leadMobile:"<p>Olv\xeddese de la personalizaci\xf3n habitual. Los consumidores ahora esperan interacciones que parezcan una conversaci\xf3n: que tengan en cuenta el contexto, sean espec\xedficas de la marca y \xfatiles en todos los canales.</p><p>Eso requiere consolidar los datos b\xe1sicos de los consumidores (historial de compras, preferencias), entrenar la IA en su tono de voz y dise\xf1ar experiencias que evolucionen con cada punto de contacto.</p>"},{title:(0,s.jsxs)(s.Fragment,{children:["De la expresi\xf3n",(0,s.jsx)("br",{})," ",(0,s.jsx)("span",{children:"de marca est\xe1tica a la predictiva"})]}),leadA:"En un mundo generado por la IA, la uniformidad es una amenaza creciente. Las marcas deben codificar su ADN \xfanico (visual, verbal y experiencial) en los sistemas que dan forma a las interacciones con los clientes.",leadB:"No se trata s\xf3lo de consistencia. Se trata de construir una marca viva y \xe1gil que se muestre de manera inteligente e inequ\xedvoca, incluso cuando no se tiene el control de la interfaz.",leadMobile:"<p>En un mundo generado por la IA, la uniformidad es una amenaza creciente. Las marcas deben codificar su ADN \xfanico (visual, verbal y experiencial) en los sistemas que dan forma a las interacciones con los clientes.</p><p>No se trata s\xf3lo de consistencia. Se trata de construir una marca viva y \xe1gil que se muestre de manera inteligente e inequ\xedvoca, incluso cuando no se tiene el control de la interfaz.</p>"}]},beginning:{desktop:{title:"Esto es solo<br /> el comienzo",description:"Para comprender mejor este escenario cambiante, R/GA encuest\xf3 a 8.716 consumidores en 13 mercados de cinco regiones. Nuestro reporte proporciona un an\xe1lisis en profundidad de la investigaci\xf3n y una hoja de ruta en cada uno de los 4 pilares del framework de Adaptive Commerce."},mobile:{title:"Esto es solo el comienzo",description:"Para comprender mejor este escenario cambiante, R/GA encuest\xf3 a 8.716 consumidores en 13 mercados de cinco regiones. Nuestro reporte proporciona un an\xe1lisis en profundidad de la investigaci\xf3n y una hoja de ruta en cada uno de los 4 pilares del framework de Adaptive Commerce."},cta:{label:"Solicite<br /> el Reporte",href:"#"}}
1,form:{title:"Complete el formulario con sus datos para acceder al reporte completo",src:"https://js.hsforms.net/forms/embed/developer/49893652.js",formId:"8958611a-fd46-46d6-b561-d68920c0ac0b"}},i={seo:{title:"R/GA FutureVision | Navegando por uma Nova Era do Com\xe9rcio Inteligente",description:"No mundo atual, dominado pelas redes sociais e impulsionado pela intelig\xeancia artificial, a forma como os consumidores compram â e os motivos por tr\xe1s dessas decis\xf5es â evoluiu. Explore essas mudan\xe7as no estudo global da R/GA sobre o estado atual do com\xe9rcio.",ogTitle:"R/GA FutureVision | Navegando por uma Nova Era do Com\xe9rcio Inteligente",ogDescription:"No mundo atual, dominado pelas redes sociais e impulsionado pela intelig\xeancia artificial, a forma como os consumidores compram â e os motivos por tr\xe1s dessas decis\xf5es â evoluiu. Explore essas mudan\xe7as no estudo global da R/GA sobre o estado atual do com\xe9rcio.",ogUrl:"https://rga.com/pt/commerce-report",ogImage:{source:"https://res.cloudinary.com/rga/image/upload/v1744214674/prod-strapi/METAHOMEPAGE_18e376679b.webp",alt:"R/GA - Navegando por uma Nova Era do Com\xe9rcio Inteligente",type:"image/webp",width:"1200",height:"627"},canonical:"https://rga.com/pt/commerce-report"},hero:{source:"../assets/images/404.png",video:{mobile:{src:"https://res.cloudinary.com/rga/video/upload/v1749155169/prod-strapi/RGA_Landing_Page_Hero_Video_9x16_Social_IG_PTBR_45s_v05_e60a746a66.mp4",poster:"https://res.cloudinary.com/rga/image/upload/v1744739110/commerce-exploration/hero_video_mobile_poster.png"},desktop:{src:"https://res.cloudinary.com/rga/video/upload/v1749155157/prod-strapi/RGA_Landing_Page_Hero_Video_16_X9_Social_IG_PTBR_45s_v05_55d2268208.mp4",poster:"https://res.cloudinary.com/rga/image/upload/v1744739110/commerce-exploration/hero_video_desktop_poster.png"}}},verticalAccordion:{mobile:{title:"O CEN\xc1RIO DO VAREJO EST\xc1 PASSANDO POR UMA MUDAN\xc7A FUNDAMENTAL",description:"Uma das maiores prioridades das marcas hoje \xe9 impulsionar a procura entre os consumidores que enfrentam press\xe3o econ\xf4mica. As marcas enfrentam forte concorr\xeancia no cen\xe1rio comercial, impulsionada por marketplaces em r\xe1pida evolu\xe7\xe3o, canais sociais e integra\xe7\xe3o de IA. Este novo estudo da R/GA explora como as marcas podem encontrar novas maneiras de se destacar e conseguir vendas ainda mais dif\xedceis.",cards:[{cardInfo:{image:{source:"../assets/images/accordion-image-1.png",alt:""},title:"<span>Compras multimodais</span><span>combinam descoberta</span>e compra",description:"A jornada de compras de hoje \xe9 multimodal. Os consumidores equilibram inten\xe7\xf5es, necessidades emocionais e funcionais e comportamentos din\xe2micos \xe0 medida que se movem com fluidez entre superf\xedcies de intera\xe7\xe3o distintas."},body:'<p>Os consumidores alternam entre o Modo Descoberta â explora\xe7\xe3o pelo prazer, n\xe3o a compra â e o Modo Compra â uma mentalidade focada na efici\xeancia e na resolu\xe7\xe3o de problemas â de forma fluida e muitas vezes inconscientemente, esperando que as experi\xeancias da marca os acompanhem.</p>\n <img src="../assets/images/accordion-image-1.png" alt="" />'},{cardInfo:{image:{source:"../assets/images/accordion-image-2.png",alt:""},title:"<span>Como as plataformas</span><span>est\xe3o adotando o</span>jornada de compras",description:"O varejo fragmentou-se em canais que atendem aos comportamentos e expectativas dos consumidores em r\xe1pida evolu\xe7\xe3o. Experi\xeancias de marca diferenciadas podem unir Descoberta e Compra."},body:'<p>Os canais sociais tornaram-se a porta de entrada para o com\xe9rcio, dominando a descoberta e agora permitindo a compra. Os mercados continuam sendo o principal local de compra, integrando cada vez mais a IA para apoiar a descoberta. Sem experi\xeancias de destaque, as marcas correm o risco de perder poder de fixa\xe7\xe3o de pre\xe7os â e fidelidade.</p>\n <img src="../assets/images/accordion-image-2.png" alt="" />'},{cardInfo:{image:{source:"../assets/images/accordion-image-3.png",alt:""},title:"<span>A IA cria um novo</span>manual para marcas",description:"A IA n\xe3o \xe9 apenas mais um canal; est\xe1 se tornando uma camada inteligente em toda a jornada do consumidor, remodelando as expectativas de personaliza\xe7\xe3o, assist\xeancia e at\xe9 mesmo ag\xeancia."},body:'<p>As pessoas est\xe3o usando ferramentas como Google Gemini, ChatGPT e Claude para descobrir, avaliar e at\xe9 mesmo fazer transa\xe7\xf5es. A IA agora \xe9 capaz de desempenhar fun\xe7\xf5es antes ocupadas por amigos, vendedores e sites de avalia\xe7\xe3o. A quest\xe3o \xe9: as marcas v\xe3o acompanhar?</p>\n <img src="../assets/images/accordion-image-3.png" alt="" />'},{cardInfo:{image:{source:"../assets/images/accordion-image-4.png",alt:""},title:"<span>Imperativos de duelo</span><span>competem pela</span>aten\xe7\xe3o da marca",description:"\xc0 medida que a ado\xe7\xe3o da IA acelera e o crescimento econ\xf4mico estagna, as marcas enfrentam um desafio complexo: entregar resultados no presente enquanto constroem para um futuro imprevis\xedvel."},body:'<p>O equil\xedbrio \xe9 de extrema import\xe2ncia. Mova-se muito rapidamente e corre o risco de interromper a otimiza\xe7\xe3o da plataforma principal em detrimento do crescimento a longo prazo. Concentre-se apenas em retornos imediatos e corra o risco de ficar para tr\xe1s na pr\xf3xima era do com\xe9rcio e da experi\xeancia do cliente.</p>\n <img src="../assets/images/accordion-image-4.png" alt="" />'}]},desktop:{title:"O CEN\xc1RIO DO VAREJO EST\xc1 PASSANDO POR UMA MUDAN\xc7A FUNDAMENTAL",description:"Uma das maiores prioridades das marcas hoje \xe9 impulsionar a procura entre os consumidores que enfrentam press\xe3o econ\xf4mica. As marcas enfrentam forte concorr\xeancia no cen\xe1rio comercial, impulsionada por marketplaces em r\xe1pida evolu\xe7\xe3o, canais sociais e integra\xe7\xe3o de IA. Este novo estudo da R/GA explora como as marcas podem encontrar novas maneiras de se destacar e conseguir vendas ainda mais dif\xedceis.",cards:[{cardInfo:{image:{source:"../assets/images/accordion-image-1.png",alt:""},title:"Compras multimodais combinam descoberta e compra",description:"A jornada de compras de hoje \xe9 multimodal. Os consumidores equilibram inten\xe7\xf5es, necessidades emocionais e funcionais e comportamentos din\xe2micos \xe0 medida que se movem com fluidez entre superf\xedcies de intera\xe7\xe3o distintas.",ctaCopy:"Solicite o estudo"},body:'<p>O Modo Descoberta â explora\xe7\xe3o pelo prazer, n\xe3o pela compra â tornou-se uma parte essencial do customer journey. Mas quando chega a hora de comprar, os consumidores mudam para o Modo de Compra â uma mentalidade focad
1a na efici\xeancia e na resolu\xe7\xe3o de problemas. Os compradores de hoje oscilam entre esses modos de maneira fluida e muitas vezes inconscientemente, esperando que as experi\xeancias da marca os acompanhem.</p>\n <img src="../assets/images/accordion-image-1.png" alt="" />\n <div class="know-more">\n <h3 class="know-more-title">\n <span>O que este<br /> cap\xedtulo aborda:</span>\n </h3>\n <ul class="know-more-items">\n <li>IA como o novo companheiro de compras</li>\n </ul>\n </div>\n <div class="gradient" style="color: #0000FF;" />\n '},{cardInfo:{image:{source:"../assets/images/accordion-image-2.png",alt:""},title:"Como as plataformas est\xe3o adotando o jornada de compras",description:"O varejo fragmentou-se em plataformas que atendem aos comportamentos e expectativas dos consumidores em r\xe1pida evolu\xe7\xe3o. Experi\xeancias de marca diferenciadas podem unir Descoberta e Compra.",ctaCopy:"Solicite o estudo"},body:'<p>Os canais sociais tornaram-se a porta de entrada para o com\xe9rcio, dominando a descoberta e agora permitindo a compra. Os marketplaces continuam sendo o principal local de compra, integrando cada vez mais a IA para apoiar a descoberta. Quando se trata de sites e aplicativos de marcas, a busca pela otimiza\xe7\xe3o para convers\xe3o de carrinho resultou em armadilhas de modelos. Quase metade dos consumidores afirma que todos sentem o mesmo. Sem experi\xeancias de destaque, as marcas de n\xedvel 1 correm o risco de perder poder de precifica\xe7\xe3o â e fidelidade.</p>\n <img src="../assets/images/accordion-image-2.png" alt="" />\n <div class="know-more">\n <h3 class="know-more-title">\n <span>O que este<br /> cap\xedtulo aborda:</span>\n </h3>\n <ul class="know-more-items">\n <li>Canais sociais lideram a descoberta de produtos</li>\n <li>Marketplaces dominam a compra e avan\xe7am na descoberta</li>\n <li>Diferencia\xe7\xe3o por meio de conte\xfado, servi\xe7o inteligente e design de marca</li>\n </ul>\n </div>\n <div class="gradient" style="color: #03FFFF;" />\n '},{cardInfo:{image:{source:"../assets/images/accordion-image-3.png",alt:""},title:"A IA cria um novo manual para marcas",description:"A IA n\xe3o \xe9 apenas mais um canal; est\xe1 se tornando uma camada inteligente em toda a jornada do consumidor, remodelando as expectativas de personaliza\xe7\xe3o, assist\xeancia e at\xe9 mesmo ag\xeancia.",ctaCopy:"Solicite o estudo"},body:'<p>As pessoas est\xe3o usando ferramentas como Google Gemini, ChatGPT e Claude para descobrir, avaliar e at\xe9 mesmo fazer transa\xe7\xf5es. A IA agora \xe9 capaz de desempenhar as fun\xe7\xf5es que antes eram desempenhadas por amigos, vendedores e sites de avalia\xe7\xe3o, oferecendo recomenda\xe7\xf5es em tempo real, resumindo op\xe7\xf5es e aprendendo as prefer\xeancias do usu\xe1rio ao longo do tempo. Quase metade dos consumidores afirma esperar que a IA fa\xe7a recomenda\xe7\xf5es de produtos melhores do que amigos ou familiares. A quest\xe3o \xe9 se as marcas v\xe3o acompanhar.</p>\n <img src="../assets/images/accordion-image-3.png" alt="" />\n <div class="know-more">\n <h3 class="know-more-title">\n <span>O que este<br /> cap\xedtulo aborda:</span>\n </h3>\n <ul class="know-more-items">\n <li>A IA redefine a experi\xeancia de descoberta</li>\n <li>Preparando-se para o com\xe9rcio agente</li>\n <li>Da personaliza\xe7\xe3o em escala ao di\xe1logo inteligente</li>\n </ul>\n </div>\n <div class="gradient" style="color: #03FF00;" />\n '},{cardInfo:{image:{source:"../assets/images/accordion-image-4.png",alt:""},title:"Imperativos de duelo competem pela aten\xe7\xe3o da marca",description:"\xc0 medida que a ado\xe7\xe3o da IA acelera e o crescimento econ\xf4mico estagna, as marcas enfrentam um desafio complexo: entregar resultados no presente enquanto constroem para um futuro imprevis\xedvel.",ctaCopy:"Solicite o estudo"},body:'<p>O equil\xedbrio \xe9 de extrema import\xe2ncia. Mova-se muito rapidamente e corre o risco de interromper a otimiza\xe7\xe3o da plataforma principal em detrimento do crescimento a longo prazo. Concentre-se apenas em retornos imediatos e corra o risco de ficar para tr\xe1s na pr\xf3xima era do com\xe9rcio e da experi\xeancia do cliente.</p>\n <img src="../assets/images/accordion-image-4.png" alt="" />\n <div class="know-more">\n <h3 class="know-more-title">
1\n <span>O que este<br /> cap\xedtulo aborda:</span>\n </h3>\n <ul class="know-more-items">\n <li>Equilibrando inova\xe7\xe3o com os fundamentos essenciais do com\xe9rcio</li>\n <li>Do piloto \xe0 captura do retorno sobre o investimento (ROI)</li>\n <li>Construindo flu\xeancia em IA na organiza\xe7\xe3o</li>\n </ul>\n </div>\n <div class="gradient" style="color: #FFFF00;" />\n '}],nextUp:"Pr\xf3ximo:",scrollDown:{text:"Role para baixo para explorar mais",target:"#cta1"},getReport:{label:"SOLICITE O ESTUDO",href:"#"}}},cta1:{id:"cta1",variant:"dark-theme",text:"ESTE AMBIENTE COMPLEXO E DE R\xc1PIDA MUDAN\xc7A EXIGE UMA NOVA ABORDAGEM.",arrow:{desktop:90,mobile:90}},adaptiveCommerce:{title:{desktop:"ADAPTIVE<br/>COMMERCE",mobile:"ADAPTIVE<br/>COMMERCE"},row1:{title:"UM FRAMEWORK DE VAREJO INTEGRADO PARA A ERA DA INTELIG\xcaNCIA.",description:"O Adaptive Commerce foi projetado para uma era de mudan\xe7as constantes, centrado na compreens\xe3o cont\xednua e na resposta ao cliente com relev\xe2ncia e valor."},row2:{title:"OS 4 PILARES DO ADAPTIVE COMMERCE",description:"Para ajudar as marcas a conectarem-se com os consumidores a um n\xedvel mais profundo, desenvolvemos um framework baseado em quatro pilares essenciais de adaptabilidade. Este framework descreve as mudan\xe7as que as marcas devem priorizar hoje e planejar para o pr\xf3ximo."}},morphingGradient:{content:[{title:(0,s.jsxs)(s.Fragment,{children:["Da Informa\xe7\xe3o",(0,s.jsx)("br",{})," \xe0 ",(0,s.jsxs)("span",{children:["Descoberta",(0,s.jsx)("br",{})," Inteligente"]})]}),leadA:"Se os consumidores (ou seus agentes de IA) n\xe3o conseguirem encontrar voc\xea, nada mais importa.",leadB:"Isso significa aparecer na pesquisa tradicional, nos marketplaces, na pesquisa visual e, cada vez mais, nos resultados baseados em LLM. As marcas devem repensar o SEO para a era da IA âââ tratando o conte\xfado n\xe3o apenas como marketing, mas como orienta\xe7\xe3o leg\xedvel por m\xe1quina para sistemas inteligentes.",leadMobile:"<p>Se os consumidores (ou seus agentes de IA) n\xe3o conseguirem encontrar voc\xea, nada mais importa.</p><p>Isso significa aparecer na pesquisa tradicional, nos marketplaces, na pesquisa visual e, cada vez mais, nos resultados baseados em LLM. As marcas devem repensar o SEO para a era da IA âââ tratando o conte\xfado n\xe3o apenas como marketing, mas como orienta\xe7\xe3o leg\xedvel por m\xe1quina para sistemas inteligentes.</p>"},{title:(0,s.jsxs)(s.Fragment,{children:["Do Omnicanal",(0,s.jsx)("br",{})," ",(0,s.jsx)("span",{children:"ao Multimodal"})]}),leadA:"Seus pontos de contato comerciais devem ser flex\xedveis para corresponder ao modo do comprador â esteja ele navegando casualmente ou comprando com urg\xeancia.",leadB:"Isso exige sistemas de design modular, personaliza\xe7\xe3o em tempo real e arquiteturas headless que forne\xe7am conte\xfado dinamicamente com base no contexto e no comportamento.",leadMobile:"<p>Seus pontos de contato comerciais devem ser flex\xedveis para corresponder ao modo do comprador â esteja ele navegando casualmente ou comprando com urg\xeancia.</p><p>Isso exige sistemas de design modular, personaliza\xe7\xe3o em tempo real e arquiteturas headless que forne\xe7am conte\xfado dinamicamente com base no contexto e no comportamento.</p>"},{title:(0,s.jsxs)(s.Fragment,{children:["Do Mon\xf3logo ",(0,s.jsxs)("span",{children:["ao Di\xe1logo",(0,s.jsx)("br",{})," \xcdntimo"]})]}),leadA:"Esque\xe7a a personaliza\xe7\xe3o usual. Os consumidores agora esperam intera\xe7\xf5es que pare\xe7am uma conversa â conscientes do contexto, espec\xedficas da marca e \xfateis em todos os canais.",leadB:"Isso requer a consolida\xe7\xe3o dos principais dados do cliente (hist\xf3rico de compras, prefer\xeancias), o treinamento da IA ââem seu tom de voz e o design de experi\xeancias que evoluem com cada ponto de contato.",leadMobile:"<p>Esque\xe7a a personaliza\xe7\xe3o usual. Os consumidores agora esperam intera\xe7\xf5es que pare\xe7am uma conversa â conscientes do contexto, espec\xedficas da marca e \xfateis em todos os canais.</p><p>Isso requer a consolida\xe7\xe3o dos principais dados do cliente (hist\xf3rico de compras, prefer\xeancias), o treinamento da IA ââem seu tom de voz e o design de experi\xeancias que evoluem com cada ponto de contato.</p>"},{title:(0,s.jsxs)(s.Fragment,{children:["Da express\xe3o ",(0,s.jsx)("br",{}),"est\xe1tica \xe0 ",(0,s.jsx)("span",{children:"preditiva da marca"})]}),leadA:"Num mundo gerado pela IA, a mesmice \xe9 uma amea\xe7a crescente. As marcas devem codificar o seu ADN \xfanico â visual, verbal e experiencial â nos sistemas que moldam as intera\xe7\xf5es com os clientes.",leadB:"N\xe3o se trata apenas de consist\xeancia. Trata-se de construir uma marca viva e pronta que apare\xe7a de forma inteligente e inequ\xedvoca, mesmo quando voc\xea n\xe3o est\xe1 no controle da interface.",leadMobile:"<p>Num mundo gerado pela IA, a mesmice \xe9 uma amea\xe7a crescente. As marcas devem codificar o seu ADN \xfanico â visual, verbal e experiencial â nos sistemas que moldam as intera\xe7\xf5es com os clientes.</p><p>N\xe3o se trata apenas de consist\xeancia. Trata-se de construir uma marca viva e pronta que apare\xe7a de forma inteligente e inequ\xedvoca, mesmo quando voc\xea n\xe3o est\xe1 no controle da interface.</p>"}]},beginning:{desktop:{title:"ISSO \xc9<br />S\xd3 O COME\xc7O ",description:"Para compreender esse cen\xe1rio em r\xe1pida mudan\xe7a, a R/GA entrevistou 8.716 consumidores em 13 mercados abrangendo cinco regi\xf5es. 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