By Marcel Nobre – Professor at USP, researcher, speaker, and specialist in innovation, technology, and education
The logic of Black Friday has changed. Consumers no longer accept tricks or half-truths: they want trust, legitimacy, and personalized experiences. Putting the customer at the center does not mean creating large digital transformation projects or spending millions on technology; it means truly understanding who they are, what they value, and how they relate to the brand. The difference between a good and a great entrepreneur lies in going beyond obligation. If during Black Friday a company demonstrates that it has listened, personalized, and delivered real value—whether through fair pricing, clear communication, or a reliable experience—it not only sells more but also earns loyalty. Artificial Intelligence is what makes this possible at scale: anticipating needs, detecting fraud in seconds, and adjusting offers in real-time. But ultimately, what is at stake is not AI itself, but rather the ability to use technology to prove, in every detail, that the customer is truly the center of the strategy.
In 2025, Black Friday will cease to be a spectacle of discounts and become a test of trust and digital maturity. A recent survey by Abiacom illustrates this: national e-commerce is expected to generate R$ 13.34 billion in this edition, a growth of 14.7% over last year, and exceed 16 million orders, with an average ticket above R$ 800. However, what sustains this progress is not the price war: it is the intelligence that connects offers, experience, and transparency in real-time. Surveys by Conversion and Mercado Livre show that 54.6% of consumers intend to use AI to compare prices and find the best opportunities. This is a clear sign that technology is no longer just an ally for companies but has also become a tool for consumer empowerment, as people now use algorithms to measure the honesty of brands.
This shift in logic is already reflected within companies themselves. The leaders in digital retail now operate based on three pillars: hyper-personalization, to create unique AI-driven experiences; sustainable profitability, to protect margins even during peak demand; and omnichannel efficiency, seamlessly and predictably integrating physical and digital stores. It is no longer feasible to offer everything to everyone. AI enables understanding customer behavior, adjusting prices according to demand, and accurately forecasting deliveries.
This intelligence already operates in the most critical layers of e-commerce, from product recommendations to dynamic pricing. Algorithms cross-reference inventory, purchase history, and logistical capacity to suggest tailored offers, display real shipping costs, and adjust prices in seconds—following a model similar to that of airlines. Personalization has ceased to be a promise and has become infrastructure.
Recent reports show how the strategic use of artificial intelligence is consolidating as a competitive differentiator in the Brazilian Black Friday. According to InfoMoney, the technology has been applied in critical e-commerce processes, such as anomaly detection, fraud prevention, and pricing error correction, ensuring secure margins and reinforcing brand reputation in a highly volatile environment. Meanwhile, Carta Capital highlighted that, during the 2024 Black Friday, intelligent systems processed millions of integrations and transactions in real-time, underscoring the role of automation and AI as pillars of the new trust economy, where every second counts and every failure can compromise results.
These examples demonstrate that AI is no longer a futuristic promise but a survival tool in a market where response time defines brand value. The ability to adjust prices, predict bottlenecks, and correct failures before they affect the customer is the new competitive edge. However, there is a limit that technology alone cannot surpass: trust. According to a Locaweb survey, 86% of Brazilian consumers consider transparency about prices and conditions the most decisive factor in their purchasing decision. This means that, even with refined algorithms and AI adjusting everything in real-time, the customer will only return if they believe in the brand's integrity. AI can learn patterns, but it cannot simulate character.
The major shift in the 2025 Black Friday is symbolic. Artificial Intelligence has ceased to be the “boogeyman” threatening jobs and has become the trust link between brands and consumers. It does not replace humans—it amplifies companies' capacity to deliver on their promises. Companies that understand this change will emerge from Black Friday with something more valuable than record revenue: the loyalty of a trusting customer. Because, in the end, AI is merely the instrument. What truly changes the game is the culture of trust, and brands that grasp this now will possess an asset that no technology can replace: genuine consumer loyalty.
The 2025 Black Friday will therefore be the meeting of two types of intelligence: the artificial, from machines; and the emotional, from the public, which is increasingly intolerant of empty promises.
