It sold, but the margin came up short

Márcio Nunes, from Asus, said at the event “Quando os líderes se encontram” (When leaders meet), by Gouvêa Experience and Gouvêa Consulting, with support from Adyen, that maybe the best use of AI is helping a store not lose money. Mercado & Consumo reports it. I'd start with the order that sold, but where the margin came up short.

Revenue shows how much the store sold. Return on ad spend shows whether the media paid for itself. Both leave out what the order loses to discounts, coupons, cashback, affiliate commissions and ad spend. If nobody does that math, the store can celebrate a campaign that ate the margin.

To test it, I'd take a month of orders and subtract those costs from each one. AI would help point out which products or campaigns end up in the red. Only then would I touch the price.

To do that math, the data has to be organized. Nunes himself warns that, with the data scattered, AI can get in the way and create confusion. The tool also has a cost, and the article brings no numbers or measured results. In your store, which product or campaign would you check before giving more discounts?

Sources

Mercado & Consumo, 9 Nov 2026, Aiana Freitas. https://mercadoeconsumo.com.br/09/11/2026/noticias-varejo/como-a-ia-ajuda-o-varejo-a-proteger-margens-reduzir-custos-e-vender-mais/