Casas Bahia puts AI at the center of retail operations

Grupo Casas Bahia ended 2025 with GMV of R$44.7 billion, its highest level ever, according to NeoFeed. The company also reported margin expansion, stronger cash generation and lower leverage, with technology and operational execution presented as parts of the same strategy.

Artificial intelligence was applied across different areas. Bah.IA supports sales in stores and digital channels, Zap Casas Bah.IA provides real-time recommendations through WhatsApp, and SofIA supports internal governance, risk and compliance activities. The broader lesson is that AI is moving from isolated experiments into commercial and administrative workflows.

The case also shows that technology must be connected to concrete decisions. E-commerce growth, own-inventory sales, marketplace performance, dynamic pricing and logistics optimization depend on the interaction between data and operational processes.

The logistics model reinforces this point. Physical stores operate as pickup points integrated with distribution centers, linking physical presence, inventory and digital demand. Such a model requires reliable operational visibility, fulfillment rules and consistent information across channels.

AI does not replace mature processes. Models need reliable data, business rules and timely access to teams making commercial, logistics and administrative decisions. The executive priority is to organize the operating cycle before scaling the technology.

Get in touch with BRX Retail specialists