{"id":9121,"date":"2026-05-27T00:18:23","date_gmt":"2026-05-27T00:18:23","guid":{"rendered":"https:\/\/cosro.com\/?p=9121"},"modified":"2026-05-27T00:29:29","modified_gmt":"2026-05-27T00:29:29","slug":"ia-agentica-a-nova-fronteira-no-setor-de-bens-de-consumo","status":"publish","type":"post","link":"https:\/\/cosro.com\/en\/ia-agentica-a-nova-fronteira-no-setor-de-bens-de-consumo\/","title":{"rendered":"Agentic Ai \u2013 The New Frontier In The Consumer Goods Sector"},"content":{"rendered":"

In recent years, much has been said about the impact of new technologies on individual and corporate efficiency, whether in the labor market, for everyday tasks, or to enhance operational and commercial performance. The consumer goods sector stands out as one of the most profoundly impacted and transformed by technological innovation. These advancements span a wide range of applications, from AI-powereddata analytics<\/em>for decoding consumption patterns, to the Internet of Things (IoT) enabling real-time device connectivity, and blockchain solutions that streamline supply chain operations while enhancing transparency across the value chain<\/p>\n\n\n\n

While internal transformation continues to reshape the industry, perhaps the most significant shift lies ahead on the consumer side. With the imminent large-scale deployment of Agentic Artificial Intelligence (Agentic AI<\/em>), the consumer goods sector once again faces a fundamental change in consumer behavior. According to estimates from consulting firm Bain & Co., fully agentic commerce revenue could reach between US$ 300 and 500 billion by 2030 in the United States alone.[1]<\/a> This represents a paradigm shift that demands industry attention, as it will simultaneously create opportunities and generate substantial challenges.<\/p>\n\n\n\n

Agentic AIs are artificial intelligence systems capable of acting autonomously to achieve defined objectives, making decisions and executing actions with a significant degree of independence and minimal human intervention at each step. These systems can interact with external tools to, for example, purchase gifts, schedule grocery shopping, book appointments, and research and compare products. As AI adoption continues to expand in consumer markets, companies will increasingly need to engage and persuade machines in addition to people.<\/p>\n\n\n\n

The relevance of this topic is undeniable. The Consumer Goods Forum Global Summit 2026<\/a>, the industry\u2019s premier event scheduled for next month in Vienna, Austria, will feature six sessions dedicated to Agentic AI from multiple perspectives[2]<\/a>, alongside other digital transformation matters including Generative AI, robotic automation, physical store connectivity and innovation, and AI in operations and logistics.<\/p>\n\n\n\n

Early adopters that anticipate market trends will demonstrate greater resilience and adaptability. To achieve this, they will need to both develop their own AI systems and effectively interact with the Agentic AI platforms chosen by consumers.<\/p>\n\n\n\n

From a legal standpoint, these applications raise fundamental questions and challenges. Brazil\u2019s General Data Protection Law (LGPD) establishes specific rules for automated decisions, including the data subject\u2019s right to request a review of decisions made exclusively through automated processing. This issue has already entered the enforcement agenda of Brazil\u2019s National Data Protection Agency (ANPD).<\/p>\n\n\n\n

Inadequate governance of AI models can result in discriminatory or abusive algorithmic practices, creating risks of civil and consumer liability and severe reputational damage for companies. Furthermore, Bill No. 2,338\/2023, currently under review by Brazil\u2019s National Congress and aimed at regulating AI use in the country, is expected to impose additional transparency and auditability obligations that will require adaptations to systems already in operation.<\/p>\n\n\n\n

Beyond regulatory concerns, ethical dilemmas surrounding AI use will become increasingly complex. If today there is a debate of the ethics of influencing people through algorithms, the need to influence algorithms that influence other algorithms that ultimately make decisions for humans will require even greater care, transparency, and accountability. All of this unfolds within a regulatory environment that is only beginning to take shape worldwide, with significantly different focal points across jurisdictions. In this context, the industry\u2019s own efforts deserve recognition, particularly the Consumer Goods Forum\u2019s initiative to develop a sectoral framework for ethical AI use.<\/p>\n\n\n\n

Another factor requiring special attention from companies involves contracts and collaborations with other stakeholders across the consumer value chain. The introduction of Agentic AI is already reshaping how retailers and industry players work together, both ultimately focused on driving sales. Adding complexity to this relationship are independent AI service providers, who already operate on both ends, and increasingly at the end-consumer level, as sales organizers and promoters.<\/p>\n\n\n\n

In a sector where the quality and quantity of consumption data generated are critical competitive factors, it is essential to establish robust contracts that protect consumer personal data in compliance with the LGPD, while also safeguarding companies\u2019 own interests, including intellectual property, proprietary data, liability allocation, and portability and reversibility mechanisms. All of this must be achieved while maintaining the technological flexibility that enables innovation and mutual growth.<\/p>\n\n\n\n

The asymmetry of technical knowledge between consumer goods companies and technology vendors frequently results in contracts that do not adequately reflect the interests and risks of the contracting party.<\/p>\n\n\n\n

Digital transformation in the consumer goods sector is not a project with a completion date but an ongoing journey that is permanently redefining how business is conducted. In this context, legal challenges are expected to grow in complexity, particularly in the absence of greater regulatory standardization. Companies that are prepared to address these challenges strategically and technologically, while also implementing adequate legal protections, will hold a competitive advantage.<\/p>\n\n\n\n

Author: F\u00e1bio R. Heilberg<\/a><\/p>\n\n\n\n

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[1]<\/a> Available at Bain & Company<\/a>. <\/p>\n\n\n\n

[2]<\/a> As palestras incluem quest\u00f5es de como a ind\u00fastria tem lidado com este desafio, a colabora\u00e7\u00e3o entre os varejistas e CPGs para lidar com a nova tend\u00eancia, estrat\u00e9gias de venda para uma ferramenta que busca efici\u00eancia de forma nativa e intencional (sem emo\u00e7\u00e3o), a melhor forma para se associar a uma empresa de IA, como influenciar os algoritmos e como o sistema opera na pr\u00e1tica. <\/p>","protected":false},"excerpt":{"rendered":"

Nos \u00faltimos anos muito tem se falado sobre o impacto das novas tecnologias na efici\u00eancia individual das pessoas e das empresas, seja no mercado de trabalho, seja para realizar tarefas cotidianas ou para aumentar a efici\u00eancia operacional e comercial. Um dos setores que mais tem sido impactado e transformado por conta da tecnologia \u00e9 o […]<\/p>","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[14],"tags":[],"class_list":["post-9121","post","type-post","status-publish","format-standard","hentry","category-artigos"],"featured_image_src":"","blog_images":{"medium":"","large":""},"acf":[],"ams_acf":[{"key":"url_pdf","label":"URL PDF","value":false},{"key":"url","label":"URL","value":"https:\/\/cosro.com\/ia-agentica-a-nova-fronteira-no-setor-de-bens-de-consumo\/"}],"_links":{"self":[{"href":"https:\/\/cosro.com\/en\/wp-json\/wp\/v2\/posts\/9121","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cosro.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cosro.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cosro.com\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/cosro.com\/en\/wp-json\/wp\/v2\/comments?post=9121"}],"version-history":[{"count":4,"href":"https:\/\/cosro.com\/en\/wp-json\/wp\/v2\/posts\/9121\/revisions"}],"predecessor-version":[{"id":9126,"href":"https:\/\/cosro.com\/en\/wp-json\/wp\/v2\/posts\/9121\/revisions\/9126"}],"wp:attachment":[{"href":"https:\/\/cosro.com\/en\/wp-json\/wp\/v2\/media?parent=9121"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cosro.com\/en\/wp-json\/wp\/v2\/categories?post=9121"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cosro.com\/en\/wp-json\/wp\/v2\/tags?post=9121"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}