Latin American retail is probably the sector where Industry 6.0 in retail will produce the greatest dispersion of results over the next five years: those that adopt agents in pricing, assortment, and customer service will expand gross margins by 2-4 points; those that do not will lose share to digitally native competitors. In this article I unpack which commercial processes are being agentified first, why the traditional category manager is on the way out, what experiments I have seen working in supermarket chains and department stores across the region, and how the new agentic commercial team is built. I speak from what I have been seeing in retailer boards with revenues between USD 200 million and 8 billion.
Chris Meniw (2026) studied this question.