Considered one of the most important dates for retail, Black Friday 2024 has everything to be a success. A recent study conducted by the Mercado Livre and Mercado Pago platforms indicates that 85% of consumers intend to buy something on that day, with a survey by Confi.Neotrust projecting a movement of approximately R$ 9.3 billion. In this scenario, a technology tends to be a great ally for retailers: Artificial Intelligence. Used by about 75% of e-commerce companies, according to information from Ebit/Nielsen, the tool emerges as a new source of data that promises to make the merchant increasingly closer to their potential customer.
According to Igor Castroviejo, commercial director of 1datapipe, an Artificial Intelligence-based consumer insights platform, e-commerce is the main platform to be used on Black Friday 2024, with data from ABComm showing that this year’s revenue projection for the segment should be R$ 7.93 billion. ‘Virtual commerce, unlike in-person, provides more inputs for retailers to know their consumer because they leave various traces that show their interests and the type of product they usually buy,’ he explains.
Thus, the executive explains that Artificial Intelligence fits quite well precisely at this point, assisting merchants in having a more detailed notion of the consumer’s journey on their platform. ‘A good AI tool combined with data analysis provides a more interesting overview to retailers, allowing for more personalized offers and approaches. Precisely because of the vast amount of information they receive, they sometimes use this data incorrectly, which hinders new business and can even irritate a potential customer,’ adds Igor Castroviejo.
Through the use of Artificial Intelligence, the e-commerce player can access more specific data tailored to its business, increasing the chances of a successful negotiation. “Today, in the market, there are already technological solutions that show the complete customer journey across various channels, providing valuable information such as purchase history in e-commerce, location of where they usually purchase goods, online behavior, lifestyle, shopping patterns, most used payment methods, and even interaction with competing brands,” Igor points out.
Thus, retailers anticipate consumer preferences, personalizing experiences and refining engagement strategies in real time, ensuring meaningful interactions that resonate throughout their journey. “It is worth noting that a personalized experience is what a large number of users aspire to. A recent study by Meta shows that 64% of consumers store personal information on websites, with 56% willing to use AI to enhance their end-of-year shopping experience. Another survey by Opinion Box shows that 65% of customers believe that personalized experiences influence purchase decisions. Therefore, the use of AI becomes increasingly relevant and contributes to a more competitive and democratic market for all,” Igor Castroviejo concludes.
