How AI is Transforming Customer Service on Black Friday

Black Friday has ceased to be merely a sales event and has become a true operational test for customer service. This period not only drives transaction volume but also imposes a significant overload on support teams, who must handle thousands of simultaneous interactions. Without proper preparation, the result is increased waiting queues, consumer frustration, and a consequent drop in operational efficiency.

According to a survey conducted by consultancy Gauge in partnership with agency W3haus, Black Friday 2025 in Brazil is expected to achieve a record revenue of R$ 13.6 billion, a growth of 16.5% compared to 2024.

For Marcio Verderio Tahan, CEO of VTCall, a company specializing in corporate customer service with artificial intelligence and automation, the key to a company's success during this period lies in advanced planning and the cooperation between people and technology. “Automation and human service do not compete; they complement each other strategically. Technology is the foundation that ensures agility and scalability, while the human factor preserves empathy and trust, elements crucial for customer loyalty,” states the expert.

The increase in interactions requires companies to invest in solutions capable of expanding support without compromising quality. In this context, automation becomes indispensable for absorbing the high volume of contacts and maintaining response standards during peak times. “Intelligent systems quickly identify patterns in requests, adjust responses in real-time, and automatically transfer more complex cases to human agents. This flow simultaneously ensures operational efficiency and personalized customer handling,” he adds.

With the support of artificial intelligence, it is possible to analyze consumer behavior, anticipate frequent questions, and provide more accurate responses. This intelligent automation not only increases team productivity but also provides a smoother and more satisfactory customer journey, from the first contact to after-sales. The result is greater efficiency, scalability, and the collection of strategic data to continuously improve services.

In Brazil, where e-commerce is growing rapidly, the combination of AI and human service is establishing itself as a competitive differentiator. “Orchestrating them in a fully integrated manner to deliver concrete business results is the ideal approach today and should be increasingly prioritized,” concludes Marcio.

Black Friday does not only reward those who offer the lowest prices, but above all, those who deliver the best customer service experience. Companies that prepare to handle high demand not only increase their profits in November but also turn occasional customers into highly loyal ones.