With the arrival of Black Friday on November 29th, businesses are preparing for one of the most anticipated commercial dates of the year, when sales usually grow exponentially. According to data from Neotrust Confi, a growth of over 9% in online retail revenue compared to last year is expected. Marked by opportunities, this time of year also brings many challenges, leading companies to seek innovations to stand out. This is the case of the use of artificial intelligence, which is presented as an indispensable tool to attract customers.
Able to optimize operations, predict consumer trends, and personalize the customer experience, AI has become a strategic ally for companies in various sectors. To give an idea of this importance, according to an IBM survey, only in Brazil, about 41% of companies have already adopted the use of AI in their routine. During the period, it is expected that around 40% of companies will invest in the use of AI, according to data from E-commerce Brazil. In this context, the use of this technology helps attract and retain customers, as well as boost sales by offering more efficient and personalized interactions.
According to Ariel Salles, Vice President of Technology and CTO of Avivatec, artificial intelligence is revolutionizing the way companies operate and make decisions. “One of the most effective applications of AI is the use of intelligent chatbots in customer service. These systems can quickly respond to frequently asked questions, solve problems autonomously, and personalize interactions based on purchase history, which improves the consumer experience and increases service efficiency,” he comments.
Considering the high demand for temporary jobs during this time of the year, MadeinWeb, in partnership with AWS, has developed AI Charla to assist the salespeople in the physical stores of the shoe retailer Melissa in their sales. The use of the assistant brings gains to the employees on various fronts. An example is the strategic knowledge of stock and smart redirection, where Charla, using detailed data about the stock of the entire network, can offer suggestions of alternative products in case of local stock rupture, or guide customers to other channels and stores of the network, using an omnichannel approach.
In addition, the assistant provides highly personalized recommendations, based on the analysis of purchase history and individual preferences of each customer, enhancing the experience of each one. “The market demands a more advanced communication, and that’s what motivated us to create Charla. When designing the solution, we emphasized how it should work, maintaining simplicity and efficiency, making the virtual assistant an authentic extension of the Melissa brand, ensuring seamless integration in the physical sales environment, providing customers with personalized product recommendations based on their buying preferences,” highlights Leonardo Waissmann, commercial head of MadeinWeb.
In the field of Marketing, Artificial Intelligence can already be used as the main assistant in creating campaigns. According to Eduardo Mitelman, Co-founder of Inner AI, a Brazilian Artificial Intelligence startup that offers a 100% Brazilian software as an all-in-one content creation solution, “AI is able to bring the latest market insights and audience behavior to support campaign creation. Additionally, the tool can generate campaign texts and provide personalized templates for campaign construction. For those looking to create a new strategy just days before Black Friday, an AI platform can be the most agile and efficient way,” highlights the expert.
This year, with the increased investment in AI, there is already a clear movement of companies seeking innovations that not only maximize sales but also build long-term relationships with their customers. This is explained by the CEO and founder of Monest, Thiago Oliveira – ‘Black Friday is a decisive moment for retail, and artificial intelligence has proven to be one of the main tools to transform the way companies connect with their customers. By integrating AI into operations, it is possible not only to optimize processes but also to understand consumer demands in real-time, personalize offers, and create unique experiences,’ he emphasizes.
In this scenario, the 2024 Black Friday presents a unique opportunity for companies that adopt artificial intelligence in their strategies. The technology will enable the creation of personalized and meaningful experiences for consumers.
With the implementation of smart solutions, companies will be able to stand out in a competitive market, more effectively meeting the needs of customers and establishing lasting connections. Thus, Black Friday will not only be a date of offers but a reflection of the future of retail, where innovation and customer experience will be at the core of operations.
