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Publication
Inteligência artificial e personalização phygital - um estudo exploratório no setor do retalho em Portugal
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 5.19 MB | Adobe PDF |
Abstract(s)
O conceito Phygital combina os ambientes físico e digital para criar experiências
integradas e personalizadas, alinhadas com as novas exigências dos consumidores e
potenciadas por tecnologias avançadas, como a Inteligência Artificial (IA). No setor do
retalho, esta integração representa uma oportunidade estratégica para otimizar operações,
reforçar o envolvimento do cliente e gerar vantagem competitiva.
Este estudo tem como objetivo analisar, de forma exploratória, como grandes
empresas do retalho em Portugal abordam a aplicação da IA à personalização em
contextos Phygital. Para tal, foi conduzido um estudo de caso múltiplo de natureza
qualitativa, abrangendo duas organizações do setor, com recurso a entrevistas, observação
direta e análise documental.
Os resultados evidenciam diferentes estágios de maturidade: enquanto uma das
empresas já utiliza soluções de IA para potenciar a experiência do cliente e otimizar
processos, a outra encontra-se numa fase inicial, sem implementação prática. Esta
disparidade permite identificar não apenas boas práticas, mas também barreiras e desafios
que limitam a adoção destas tecnologias no contexto português.
Conclui-se que, apesar do potencial reconhecido, a aplicação da IA à
personalização Phygital no retalho nacional ainda está longe de atingir uma maturidade
generalizada, representando uma área de oportunidade estratégica para empresas que
pretendam reforçar a sua competitividade.
The concept of Phygital integrates physical and digital environments to deliver seamless and personalized experiences, aligned with evolving consumer demands and enabled by advanced technologies such as Artificial Intelligence (AI). In the retail sector, this convergence represents a strategic opportunity to optimize operations, enhance customer engagement, and create competitive advantage. This study seeks to explore how leading retail companies in Portugal approach the application of AI to personalization within Phygital contexts. To address this objective, a multiple-case qualitative study was conducted involving two organizations in the sector, employing interviews, direct observation, and document analysis. Findings indicate varying levels of maturity: while one company has already implemented AI solutions to enrich customer experience and streamline processes, the other remains in an early stage with no practical deployment. This contrast provides insights into best practices as well as barriers and challenges hindering the adoption of such technologies in the Portuguese retail landscape. The study concludes that, despite its acknowledged potential, the use of AI for Phygital personalization in Portuguese retail is still far from widespread maturity, representing a strategic opportunity for companies seeking to enhance their competitiveness.
The concept of Phygital integrates physical and digital environments to deliver seamless and personalized experiences, aligned with evolving consumer demands and enabled by advanced technologies such as Artificial Intelligence (AI). In the retail sector, this convergence represents a strategic opportunity to optimize operations, enhance customer engagement, and create competitive advantage. This study seeks to explore how leading retail companies in Portugal approach the application of AI to personalization within Phygital contexts. To address this objective, a multiple-case qualitative study was conducted involving two organizations in the sector, employing interviews, direct observation, and document analysis. Findings indicate varying levels of maturity: while one company has already implemented AI solutions to enrich customer experience and streamline processes, the other remains in an early stage with no practical deployment. This contrast provides insights into best practices as well as barriers and challenges hindering the adoption of such technologies in the Portuguese retail landscape. The study concludes that, despite its acknowledged potential, the use of AI for Phygital personalization in Portuguese retail is still far from widespread maturity, representing a strategic opportunity for companies seeking to enhance their competitiveness.
Description
Keywords
Phygital Inteligencia artificial Personalização Experiência do consumidor Artificial intelligence Personalisation Consumer experience