{"id":645445,"date":"2026-01-08T14:05:19","date_gmt":"2026-01-08T14:05:19","guid":{"rendered":"https:\/\/www.capgemini.com\/br-pt\/?post_type=research-and-insight&#038;p=645445"},"modified":"2026-01-09T12:37:13","modified_gmt":"2026-01-09T12:37:13","slug":"what-matters-to-todays-consumer-2026","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/br-pt\/insights\/biblioteca-de-pesquisas\/what-matters-to-todays-consumer-2026\/","title":{"rendered":"What matters to today\u2019s consumer 2026"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.Capgemini.com\/wp-content\/uploads\/2026\/01\/Consumer-trend-2026-web-banner.jpg?w=2880&amp;quality=70 1x, https:\/\/www.Capgemini.com\/wp-content\/uploads\/2026\/01\/Consumer-trend-2026-web-banner.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.Capgemini.com\/wp-content\/uploads\/2026\/01\/Consumer-trend-2026-web-banner.jpg?w=1440&amp;quality=70 1x, https:\/\/www.Capgemini.com\/wp-content\/uploads\/2026\/01\/Consumer-trend-2026-web-banner.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.Capgemini.com\/wp-content\/uploads\/2026\/01\/Consumer-trend-2026-web-banner.jpg?w=1024&amp;quality=70 1x, https:\/\/www.Capgemini.com\/wp-content\/uploads\/2026\/01\/Consumer-trend-2026-web-banner.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.Capgemini.com\/wp-content\/uploads\/2026\/01\/Consumer-trend-2026-web-banner.jpg?w=768&amp;quality=70 1x, https:\/\/www.Capgemini.com\/wp-content\/uploads\/2026\/01\/Consumer-trend-2026-web-banner.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.Capgemini.com\/wp-content\/uploads\/2026\/01\/Consumer-trend-2026-web-banner.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Customer first<\/span><\/div><\/div><div class=\"brandInfo\"><div class=\"brandLogo\"><img decoding=\"async\" loading=\"lazy\" src=\"\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute-white.svg\" alt=\"capgemini-research-institute\" class=\"dark\"\/><img decoding=\"async\" loading=\"lazy\" src=\"\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute.svg\" alt=\"capgemini-research-institute\" class=\"light\"\/><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">What matters to today&#8217;s consumer 2026<\/h1><\/div><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.Capgemini.com\/wp-content\/uploads\/2026\/01\/Final-Web-Version-Report-Consumer-Trends-2026.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><span>Baixe o relat\u00f3rio<\/span><span class=\"type\">6 MB pdf<\/span><\/a><\/div><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.Capgemini.com\/wp-content\/uploads\/2026\/01\/Final-Infographic-Consumer-Trends-2026.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><span>Baixe o infogr\u00e1fico<\/span><span class=\"type\">728 KB pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.Capgemini.com\/?post_type=research-and-insight&amp;p=975561\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.Capgemini.com\/?post_type=research-and-insight&amp;p=975561&amp;text=What%20matters%20to%20todays%20consumer%202024\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.Capgemini.com\/?post_type=research-and-insight&amp;p=975561&amp;text=What%20matters%20to%20todays%20consumer%202024\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<h2 class=\"wp-block-heading\" id=\"h-como-a-ia-esta-transformando-a-percepcao-de-valor\">Como a IA est\u00e1 transformando a percep\u00e7\u00e3o de valor<\/h2>\n\n\n\n<p>A tomada de decis\u00e3o do consumidor est\u00e1 entrando em uma nova era. Ferramentas impulsionadas por IA, expectativas mais rigorosas de justi\u00e7a e transpar\u00eancia e a necessidade de intera\u00e7\u00e3o humana significativa est\u00e3o reformulando o que os compradores consideram aceit\u00e1vel, valioso e pelo qual vale a pena pagar. O pre\u00e7o sozinho n\u00e3o define mais o valor \u2013 qualidade, confian\u00e7a e conex\u00e3o emocional importam mais do que nunca.<\/p>\n\n\n\n<p><em> What matters to today&#8217;s consumer 2026<\/em> \u00e9 o  mais recente relat\u00f3rio do Capgemini Research Institute explora como a IA, a personaliza\u00e7\u00e3o e a emo\u00e7\u00e3o est\u00e3o influenciando as escolhas dos consumidores e o que as marcas devem fazer para oferecer experi\u00eancias que pare\u00e7am transparentes, adaptativas e humanas. As principais conclus\u00f5es, baseadas em uma pesquisa com 12.000 consumidores em 12 pa\u00edses, incluem:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Justi\u00e7a e qualidade definem valor: <\/strong>Pre\u00e7os transparentes, pol\u00edticas consistentes e comunica\u00e7\u00e3o clara agora est\u00e3o ao lado da qualidade como os principais fatores de valor. 74% dos consumidores trocariam de marca por pre\u00e7os regulares mais baixos. Benef\u00edcios \u00e0 sa\u00fade, ingredientes limpos e durabilidade orientam as decis\u00f5es, enquanto pacotes e garantias fortalecem o valor percebido.<\/li>\n\n\n\n<li><strong>Gastos cuidadosos encontram indulg\u00eancia intencional: <\/strong>Os consumidores est\u00e3o optando por op\u00e7\u00f5es mais baratas em algumas categorias, enquanto mant\u00eam os gastos em outras, especialmente onde a confiabilidade \u00e9 importante. A conten\u00e7\u00e3o de impulsos est\u00e1 diminuindo, sinalizando uma leve recupera\u00e7\u00e3o do \u201cprazer intencional\u201d ao lado da busca por ofertas. Sete em cada dez (71%) consumidores escolhem guloseimas e pequenas indulg\u00eancias para lidar com o estresse financeiro.<\/li>\n\n\n\n<li><strong>A IA est\u00e1 se tornando o guia confi\u00e1vel do consumidor<\/strong>: Um quarto (25%) dos consumidores j\u00e1 usou ferramentas de compras com IA Generativa em 2025, enquanto outros 31% planejam us\u00e1-las no futuro. No entanto, controle e transpar\u00eancia permanecem cr\u00edticos: 76% querem regras claras sobre quando um assistente de IA age, e 71% est\u00e3o preocupados com a forma como as ferramentas de IA Generativa utilizam seus dados.<\/li>\n\n\n\n<li><strong>O toque humano ainda impulsiona a lealdade<\/strong>: A tecnologia reduz o estresse para 65% dos compradores, mas o suporte humano \u00e9 essencial para compras complexas. A prefer\u00eancia por assist\u00eancia presencial aumentou: 74% a valorizam durante o atendimento na loja e 66% durante as decis\u00f5es de compra.<\/li>\n<\/ul>\n\n\n\n<p><em>What matters to today&#8217;s consumer 2026<\/em> \u00e9 essencial para CMOs, l\u00edderes de digital e e-commerce, respons\u00e1veis por fidelidade e insights do consumidor, executivos de produto e gerentes de categoria, oferecendo orienta\u00e7\u00e3o pr\u00e1tica para equipes de estrat\u00e9gia, precifica\u00e7\u00e3o e tecnologia que buscam atender \u00e0s expectativas em evolu\u00e7\u00e3o dos consumidores por meio de:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Acelerando o crescimento com engajamento inteligente<\/strong>: Posicione assistentes digitais como canais completos de engajamento, pilote modelos de com\u00e9rcio antecipat\u00f3rio com salvaguardas e projete promo\u00e7\u00f5es alinhadas ao comportamento do comprador.<\/li>\n\n\n\n<li><strong>Otimiza\u00e7\u00e3o de opera\u00e7\u00f5es com IA integrada<\/strong>:<br> Implante IA que melhore a clareza e consist\u00eancia, fortale\u00e7a a l\u00f3gica de precifica\u00e7\u00e3o e reforce a experi\u00eancia do cliente.<\/li>\n\n\n\n<li><strong>Conduzindo com prop\u00f3sito por meio de uma transforma\u00e7\u00e3o resiliente<\/strong>:<br>Coloque a sustentabilidade no centro, garanta o uso respons\u00e1vel da IA e redefina a fidelidade como um relacionamento de m\u00e3o dupla que combina retornos financeiros e emocionais.<\/li>\n<\/ul>\n\n\n\n<p>Para descobrir como os consumidores empoderados est\u00e3o redefinindo valor e como as marcas podem responder construindo transpar\u00eancia, confian\u00e7a e engajamento emocional na era das compras habilitadas por IA, <a href=\"https:\/\/www.Capgemini.com\/wp-content\/uploads\/2026\/01\/Final-Web-Version-Report-Consumer-Trends-2026.pdf\" rel=\"noreferrer noopener\" target=\"_blank\">baixe o relat\u00f3rio hoje<\/a>.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n\t\t<section\n\t\t\tclass=\"section section--lifeatcap-learning section--event-slider-careerInvent \">\n\n\t\t\t<div class=\"container\">\n\t\t\t\t<div class='career-invent-header'>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\t<div class=\"slider slider-fader ea5a2219-ae89-48c0-8727-37ea48dec159\">\n\t\t\t\t\t\t\t\t<div\n\t\t\t\t\tclass=\"slider-list \">\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"slide active \">\n\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\tclass=\"slide-bg-wrapper wp-block-cg-blocks-career-invent is-style-default\">\n\t\t\t\t\t\t\t\t<div class=\"bgImagesection\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"bgColor\"><\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"container slide-info-wrapper\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\t\t\t\t\tclass=\"col-md-6 col-sm-12 box-inner \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"bgColor\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"content-title \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"explore-header\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tdata-maxlength=\"68\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttitle=\"Capgemini na NRF 2026\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tCapgemini na NRF 2026\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"box-title \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h4 data-maxlength=\"144\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttitle=\"11-13 de Janeiro\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tstyle=\"white-space: pre-wrap;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t11-13 de Janeiro\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div >\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"btnDiv\"> <a class=\"more2\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tdata-maxlength=\"24\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\taria-label=\"leia mais sobre Capgemini na NRF 2026\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttitle=\"Opens in new window\" tabindex=\"0\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\thref=\"https:\/\/www.capgemini.com\/br-pt\/event\/nrf-2026\/\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttarget=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tleia mais\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a> <\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\n\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"col-md-6 col-sm-12 text-right box-img-wrapper escaper escaper-right\">\n\t\t\t\t\t\t\t\t\t\t\t\t\n\n\t\t\t\t\t\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<source\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrcset=\"https:\/\/www.Capgemini.com\/wp-content\/uploads\/2025\/11\/NRF2026-Web-Banner.jpg?w=1200&amp;quality=90 1x, https:\/\/www.Capgemini.com\/wp-content\/uploads\/2025\/11\/NRF2026-Web-Banner.jpg?w=1200&amp;quality=90 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 1500px)\" \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<source\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrcset=\"https:\/\/www.Capgemini.com\/wp-content\/uploads\/2025\/11\/NRF2026-Web-Banner.jpg?w=600&amp;quality=90 1x, https:\/\/www.Capgemini.com\/wp-content\/uploads\/2025\/11\/NRF2026-Web-Banner.jpg?w=1200&amp;quality=90 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 992px)\" \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<source\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrcset=\"https:\/\/www.Capgemini.com\/wp-content\/uploads\/2025\/11\/NRF2026-Web-Banner.jpg?w=400&amp;quality=90 1x, https:\/\/www.Capgemini.com\/wp-content\/uploads\/2025\/11\/NRF2026-Web-Banner.jpg?w=800&amp;quality=90 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 768px)\" \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<source\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrcset=\"https:\/\/www.Capgemini.com\/wp-content\/uploads\/2025\/11\/NRF2026-Web-Banner.jpg?w=400&amp;quality=90 1x, https:\/\/www.Capgemini.com\/wp-content\/uploads\/2025\/11\/NRF2026-Web-Banner.jpg?w=800&amp;quality=90 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 0)\" \/>\n\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" class=\"box-img\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/www.Capgemini.com\/wp-content\/uploads\/2025\/11\/NRF2026-Web-Banner.jpg\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tstyle=\"object-position: 50% 50%; object-fit: cover;\" alt=\"\" \/>\n\n\t\t\t\t\t\t\t\t\t\t\t\t<\/picture>\n\t\t\t\t\t\t\t\t\t\t\t\t<!-- <img decoding=\"async\" class=\"box-img\" src=\"\"\n\t\t\t\t\t\t\t\t\t\t\tstyle=\"\" alt=\"\"\n\t\t\t\t\t\t\t\t\t\t\/> -->\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"\">\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"slide-reveal\"><\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t<\/div>\n\n\t\t\t\t\n\t\t\t<\/div>\n\n\t\t<\/section>\n\n\t\t\n\n<section class=\"latest-insights layout-odd layout-one-card-only \"><div class=\"container\"><div class=\"insight-title\"><h2 class=\"latest-insight-title\">\u00daltimo insight<\/h2><\/div><div class=\"layout-single-card\">\n                      <div class=\"row align-items-center w-lg-100\">\n                        <div class=\"card-image-wrapper\">\n                                <div class=\"card-image\" data-image-url=\"https:\/\/www.capgemini.com\/br-pt\/insights\/biblioteca-de-pesquisas\/ia-e-consumidores-2025\/\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2025\/12\/AI-and-consumer-2025_web-banner.jpg?w=2048&#038;quality=70 1x, https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2025\/12\/AI-and-consumer-2025_web-banner.jpg?w=2048&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 1500px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2025\/12\/AI-and-consumer-2025_web-banner.jpg?w=1024&#038;quality=70 1x, https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2025\/12\/AI-and-consumer-2025_web-banner.jpg?w=2048&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 992px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2025\/12\/AI-and-consumer-2025_web-banner.jpg?w=1024&#038;quality=70 1x, https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2025\/12\/AI-and-consumer-2025_web-banner.jpg?w=2048&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 768px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2025\/12\/AI-and-consumer-2025_web-banner.jpg?w=500&#038;quality=70 1x, https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2025\/12\/AI-and-consumer-2025_web-banner.jpg?w=1000&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 0)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/uploads\/sites\/12\/2025\/12\/AI-and-consumer-2025_web-banner.jpg\" alt=\"\" style=\"object-position: 50% 50%; object-fit: cover;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/picture>\n                                <\/div>\n                            <\/div>\n                            <div class=\"col-12 col-md-5 col-lg-7\"><\/div>\n                        <div class=\"col-12 col-md-7 col-lg-5\">\n                            <a href=\"https:\/\/www.capgemini.com\/br-pt\/insights\/biblioteca-de-pesquisas\/ia-e-consumidores-2025\/\" aria-label=\"Do hype ao h\u00e1bito: Como os consumidores est\u00e3o adotando a IA\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-start\">\n                                <div class=\"card-tag\">Capgemini Research Institute<\/div>\n                                <h3 class=\"card-title\">Do hype ao h\u00e1bito: Como os consumidores est\u00e3o adotando a IA<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute-white.svg\" alt=\"capgemini-research-institute\" class=\"light\">\n\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/br-pt\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute-white.svg\" alt=\"capgemini-research-institute\" class=\"dark\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                     <\/div>\n                    <\/div><\/div><\/section>\n\n\t<section class=\"wp-block-cg-blocks-wrapper-learning-slider section learning-slider\">\n\t\t<div class=\"container\">\n\t\t\t<div class=\"learning-header\">\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\n\t<div class=\"slider slider-fader\">\n\t\t\t\t<div class=\"slider-list\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"slide active card-learning-slide right-card short-copy\" data-align-right=\"false\" data-long-copy=\"false\">\n\t\t\t\t\t\t\t\t<div>\n\t\t\t\t\t\t\t\t\t<div class=\"slide-bg-wrapper\">\n\n                                        \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n                                            \n                                            \n                                            \n                                            <img decoding=\"async\" loading=\"lazy\" class=\"slide-bg d-md-block\" src=\"https:\/\/www.Capgemini.com\/wp-content\/uploads\/2023\/02\/Capgemini_Industries_Consumer-Products.webp\" alt=\"\" style=\"object-position: 50% 50%;object-fit: cover\" \/>\n                                        \n\n                  \t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"slide-reveal\"><\/div>\n\n\t\t\t\t\t\t\t\t\t\t<div class=\"container slide-info-wrapper card-learning-slider\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col-12 col-lg-10 col-xl-6 col-xxl-6 right-card\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"slide-info short-copy\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"box\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"title-link\" href=\"https:\/\/www.capgemini.com\/br-pt\/industrias\/produtos-de-consumo\" target=\"\" rel=\"noopener noreferrer\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"title-text\" data-maxlength=\"88\">Produtos de consumo<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p data-maxlength=\"330\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tEncontrando o consumidor na encruzilhada da mudan\u00e7a\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"box-bottom\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col-12 col-md-6\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"slide-info-footer\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"brand-logo-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col-12 col-md-6\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"btnDiv\">\t<a class=\"more2\" aria-label=\"Saiba mais sobre Produtos de consumo\" href=\"https:\/\/www.capgemini.com\/br-pt\/industrias\/produtos-de-consumo\" target=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tSaiba mais\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t         \t\t\t<\/div>\n\n\n\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"slider-nav-wrapper container\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"slider-nav-content col-12 col-lg-10 col-xl-6 col-xxl-6\" data-nav-content>\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"slide-nav-container\">\n                                                                                                            <\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t<\/section>\n\n\t","protected":false},"excerpt":{"rendered":"<p>O relat\u00f3rio What matters to today&#8217;s consumer 2026 explore as tend\u00eancias da tecnologia nas decis\u00f5es de compra dos consumidores em 2026. Conhe\u00e7a.<\/p>\n","protected":false},"author":440,"featured_media":645446,"template":"","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":true,"cg_dt_link_disabled":false,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":208,"primary_term":"Customer first","featured_focal_points":""},"tags":[360,126,358,116,120,278],"research-and-insight-type":[70,73],"theme":[208],"brand":[72],"service":[28,25,77],"industry":[82],"partners":[],"content-group":[359],"class_list":["post-645445","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry","tag-360","tag-ai","tag-consumidores","tag-genai","tag-generative-ai","tag-tendencias","research-and-insight-type-capgemini-research-institute","research-and-insight-type-report","theme-customer-first","brand-capgemini-research-institute","service-customer-experience","service-dados-e-inteligencia-artificial","service-data-ai","industry-consumer-products","content-group-cri"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What matters to today\u2019s consumer 2026 - Capgemini Brasil<\/title>\n<meta name=\"description\" content=\"O relat\u00f3rio What matters to today&#039;s consumer 2026 explore as tend\u00eancias da tecnologia nas decis\u00f5es de compra dos consumidores em 2026. 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