Transformação digital no varejo: uma análise das tensões gerenciais no supermercado inteligente (2020-2025)
DOI:
https://doi.org/10.18800/360gestion.202611.003Palavras-chave:
Inteligência artificial, Supermercados inteligentes, Varejo automatizado, Aprendizado de máquinaResumo
A transformação digital do varejo é um dos processos de mudança organizacional mais rápidos da economia atual. No entanto, a literatura de gestão sobre esse fenômeno permanece fragmentada, uma vez que os estudos analisam separadamente a eficiência operacional, a experiência do cliente e a governança das tecnologias emergentes. Para preencher essa lacuna, foi realizada uma revisão sistemática da literatura com síntese narrativa, examinando 41 estudos publicados em cinco bases de dados acadêmicas entre 2020 e 2025. A análise destaca três tensões centrais de gestão: uma lacuna entre a maturidade técnica dos sistemas de IA e as capacidades organizacionais dos varejistas para operá-los de forma sustentável; um paradoxo da personalização, no qual os sistemas de recomendação algorítmica aprimoram a experiência do cliente, mas prejudicam a autonomia e criam riscos regulatórios; e a exclusão digital, que reproduz desigualdades de acesso entre os consumidores. A contribuição teórica é um quadro integrativo que posiciona o supermercado inteligente como um contexto privilegiado para estudar as tensões não resolvidas da transformação digital nos serviços ao consumidor.
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