Artificial Intelligence
Applied AI in retail since 2018 and generative AI in production since 2023, before it became a boardroom topic. Today: governance and institutionalization of AI across Riachuelo.
Artificial Intelligence · Retail · Customer Experience
Wellington José: AI, Technology and Customer Experience
Technology Director at Riachuelo — one of Brazil's largest fashion retailers — leading the AI Digital Acceleration office responsible for institutionalizing and governing AI adoption across the company.
Working with applied AI in retail since 2018, when he led the first projects at AMARO. In 2023, as CTO of the same retailtech, he already had generative AI running in production — before it became a corporate agenda. He works at the intersection of technology, experience and business efficiency, so digital creates real value for the end customer and for the people inside organizations.
- Technology Director · Riachuelo
- PhD candidate · FEA-USP
- Professor · FIAP MBA
- LinkedIn Top Voice
- 100 Tech Informers of Brazil (2025)
- Lovable Ambassador · Industry Lead, Retail
Master's degree from FEA-USP and a systems analyst by training. Columnist at Open Mind, the opinion section of Meio & Mensagem.
Focus
Technology, AI and customer experience on a single agenda
Leadership
Recognized for empathetic leadership, technical depth and effective conflict management. More than 50 recommendations from colleagues and partners on LinkedIn.
Delivery and Architecture
Runs the platform behind Riachuelo's site and app, a Top 3 fashion e-commerce in Brazil (SimilarWeb): API response times, image CDNs, stress tests for peak dates, cybersecurity posture and fast feature delivery — including being on TikTok Shop Brazil at the channel's launch. A team of 70+ developers.
Digital Products at AMARO
100+ technology projects delivered, driving efficiency and growth. Omnichannel: 30-minute delivery from Guide Shops, cashback program, a marketplace with 150+ sellers and Shopify's first mid-market case in Brazil.
Education
Thousands of students at FIAP, CommSchool and CS Academy. Professor in MBA programs on Generative AI, CX, Digital Products and Omnichannel Retail.
Customer Experience
NPS above 80 across multiple CX initiatives in fashion retail: self-service returns, RFID-powered fitting-room experiences in physical stores and AI-based customer support prioritized by consumer sentiment.
Research
PhD at the University of São Paulo on the AI value chain
Professional Master's in Entrepreneurship completed at FEA-USP in 2024. Currently a PhD candidate (2025–2029) researching the artificial intelligence value chain and its impact on organizational strategy, applied to retail and digital experience. Open to academic collaboration, comparative Brazil–Asia research, joint papers and visiting lectures.
Academic profiles
- 25+
- years in the industry
- 100+
- projects delivered
- 80+
- NPS achieved
Publications
Rokkets Editora · 2026
From digital storefronts to autonomous agents: the three eras of digital experience in retail
JBRMR · 2025
From digital to loyalty: unpacking the customer experience in Brazilian FMCG DNVBs
REGE — University of São Paulo · 2023
Amaro's business model innovation: DNVB or platform?
HSM Management · 2022
DNVB: the digitally native vertical business model
Speaking and teaching
Stages, classrooms and advisory boards
Keynotes and executive sessions on AI adoption, digital experience and retail technology in Brazil and Latin America.
Stages
- VTEX Day
- RD Summit
- Latam Retail Show
- Digitail Conference
- CSX Week
- Smart Customer
- TOTVS Universe
- Shopify Port NRF Week 2026
- Digitalks
- Fórum E-Commerce Brasil
Companies
- Vivo
- MetLife
- Bradesco Seguros
- DPSP
- Grupo Trigo
- Whirlpool Brasil
- Nicephotos
Teaching
- FIAP MBA
- DIO
- CommSchool
- CS Academy
- Riachuelo Builders Program
Contact
Let's talk about AI, technology and customer experience
Keynotes, lectures, advisory boards, academic collaboration or an AI adoption challenge with your team — reach out and let's think it through together.
well@welljose.net
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