Na Black Friday, cada segundo vale milhões: como a IA transforma tráfego em vendas

Black Friday is expected to generate over R$13 billion in Brazilian e-commerce this year, according to the Brazilian Association of Artificial Intelligence and E-commerce (Abiacom). However, as the event solidifies itself as the most important date in the online sales calendar, the pressure on companies to ensure high performance, security, and availability during peak access times also grows—all within a single day that can define the quarter's financial results.

In the view of Carlos Eduardo Maia, Director of Cloud Solutions at TIVIT, preparation is no longer just about robust infrastructure. “Black Friday is a real test for e-commerce. Scaling servers is not enough: it is necessary to orchestrate an intelligent operation, supported by AI, to anticipate bottlenecks, ensure an impeccable experience, and maximize profitability. Those who fail to do this will lose sales or worse, lose customers.”

The company gathered the four main cloud and artificial intelligence strategies to help businesses prepare for Black Friday and its major access peaks:

1. Predict demand with high accuracy: use Machine Learning algorithms that cross-reference historical data and real-time trends, preventing resource waste or capacity failures.
2. Customize the shopping cart: Translating from Portuguese to English: **Adjusting product recommendations in real time allows for increased conversion and reduced cart abandonment. AI interprets browsing behavior and adapts suggestions according to the profile and the moment of purchase.**.
3. Intelligent fraud combat: Use behavioral analytics and digital biometrics to identify suspicious transactions in seconds, without interrupting the purchasing journey. Early detection prevents unwarranted blocks and preserves margins.
4. Automated service with generative chatbots: AI-powered virtual assistants act as digital salespeople, capable of recommending products and even finalizing orders, reducing queues and increasing conversion.

In addition to these areas, Maia highlights the importance of a resilient infrastructure, with multi-cloud architecture and geographic redundancy to ensure business continuity in case of potential failures. The use of edge computing helps reduce latency in high-consumption regions and speed up checkout, while real-time monitoring allows for identifying bottlenecks and taking action before they impact the customer experience.

“During Black Friday, seconds equate to millions. Our role is to give companies the stability and intelligence needed to transform access peaks into real results, without compromising security or the customer experience,” states Maia.