With an eye on the era of agent-based commerce , Lojas Renner has created an artificial intelligence agent specializing in fashion to act as a style consultant. Dubbed Re, the fashion agent was initially launched in beta version for a portion of its consumer base and will be gradually expanded in the coming months.
Of the total R$1 billion in investments planned for this year, approximately 40% should be directed to the technology sector, including AI.
In an interview with Revolução IA, Flavio Reis, CDO of Lojas Renner, exclusively told NeoFeed that, unlike a traditional chatbot, the AI agent was initially developed to understand preferences, purchase history, measurements, styles, and the context of clothing use before suggesting outfit combinations.
The idea is that, as the technology matures, Re will be able to communicate with each client's agents and complete sales. "Just as the customer moved from the physical store to the website, then to the app and to social media, they will also start buying through agents," he stated.
The launch comes at a time when the company is already beginning to financially measure the use of artificial intelligence. According to the executive, revenue generated by products recommended by AI algorithms has doubled in the last year, and customers who use the virtual fitting room — also based on artificial intelligence — have a conversion rate twice as high as those who do not use the tool.
"All the initiatives we've built are linked to concrete indicators, such as conversion. If conversion improves, the customer journey likely improves," he said.
With a customer base of 20 million, the retailer recorded net revenue of R$ 2.8 billion in the first quarter of 2026.
The push into artificial intelligence is also part of Renner's strategy to compete with Asian giants like Shein and Shopee , which have raised the bar for personalization and speed in fashion retail. By combining purchase history, preferences, measurements, and real-time stock availability, the retailer aims to offer more accurate recommendations and a more efficient shopping experience.
Internally, Renner has been using algorithms since 2025 to identify more than 200 micro-trends in fashion, accelerating the selection process for the collections that reach the stores. Technology also plays a role in inventory distribution across the country, considering factors such as regional demand, local events, and logistical availability.
The new agent uses this information to recommend products that are available in the consumer's region, reducing delivery times and increasing the chances of conversion.
Currently, the company's market value is approximately R$ 14 billion.
