Artefato de inteligência artificial generativa para personalização da estratégia Omnichannel no varejo

Abstract

The increasing complexity of the consumer journey in the retail sector, driven by rapid and profound digital transformation, has demanded that companies operate in a more integrated, responsive, and personalized manner across multiple interaction channels. In this context, the recent rise of Artificial Intelligence Technologies, particularly generative language models - has expanded the possibilities for large-scale personalization, becoming a central driver of strategic innovation in retail. However, despite technological advances, both academic literature and business practices still lack systematized solutions that effectively integrate Artificial Intelligence into Omnichannel strategies specially within small and medium-sized enterprises, which face structural, operational, and financial limitations in keeping pace with this evolution. This research proposes the application of Generative Artificial Intelligence through a custom-designed GPT based artifact aimed at personalizing Omnichannel strategy implementation in retail businesses. The study was conducted under the principles of the Design Science Research (DSR) methodology, encompassing the construction of a theoretical model for applying Generative AI to Omnichannel strategie personalization, later operationalized in a functional artifact integrated into the ChatGPT platform. The artifact was configured to perform diagnostics, generate personalized recommendations, and deliver analyses adapted to companies with varying levels of digital maturity, based on the evaluation of seven critical dimensions of customer experience in retail. Empirical tests conducted in three small retail companies demonstrated the artifact's effectiveness in enabling personalization, highlighting its capacity to produce strategic recommendations even in environments with limited technological infrastructure. Theoretical contributions include advancing the understanding of how Generative AI can be integrated with Omnichannel strategies, as well as the innovative application of the DSR methodology in developing solutions based on Large Language Models (LLMs). From a practical standpoint, this thesis offers an accessible, replicable, and potentially scalable artifact capable of supporting retail businesses in enhancing customer experience and advancing their digital transformation through applied Artificial Intelligence. [resumo fornecido perlo autor]