Six impacts of artificial intelligence on the consumer experience on Black Friday 2024  

With less than two weeks to go until Black Friday, while retailers are already preparing to leverage their revenues in the five most important days of the year for the sector, the consumer is also already starting to mobilize with an eye on desired items and good discounts. This year, however, the more concrete application of artificial intelligence by big brands already announces a promising Black Friday. In a recent event, directors of Google Brazil reinforced this perspective, highlighting how the use of AI should boost the results. With the growing investment in technology by retailers, what will change in the consumer experience?  

Florian Bessonnat, co-founder and CIO of the Franco-Brazilian startup Simplex, specialized in increasing traffic, sales and online conversion, which serves giants such as Carrefour, Mobly and Leroy Merlin, lists six AI applications that should improve the consumer journey this year. Check it out:  

Smart search wizards 

Conversational AI tools like ChatGPT can make product discovery more intuitive.Conversational shopping plugins on e-commerce sites strengthen a new type of customer interaction similar to a chat. Therefore, personalized shopping recommendations through natural language questions are powerful strategies for building customer loyalty in search of more assertive purchases. 

Visual Searches 

Doing product searches through images on platforms like Google Lens can improve and simplify the shopping experience with the fundamental help of generative AI. The technology draws insights from the images, making comparisons, in order to find similar products and suggest them to the consumer.  

Custom product recommendations 

AI offers bespoke shopping suggestions. Thinking about the constant evolution of the technology and its ability to analyze a large amount of data, it can cross-reference a product on the internet with the seller's trust and, considering the buyer's location, suggest much more accurate results. This can increase the conversion and sales of the products.  

Price tracking and alerts 

AI-based tools notify buyers when the desired items drop in price. In this way, the consumer can guarantee the best value in his purchase. Buyers can also receive personalized discounts in real time, according to their preferences.

Improved customer service 

In times of high demand, doubts and problems are to be expected at any point in the consumer journey. It is humanly impossible for a team to account for the ideal time for consumer issues. For this, AI chatbots are an excellent solution, as they respond quickly to queries. The result is shorter waiting time and greater customer satisfaction, avoiding negative impacts on the company.   

frictionless payment 

AI-driven payment solutions eliminate cash queues, one of the biggest reasons for cart abandonment in online transactions. Investing in automated checkout systems dribbles this problem by speeding up the buying process.