Only 14% of Brazilian companies use AI to increase sales on Black Friday

In preparation for Black Friday, only 14% of Brazilian companies are in the most advanced stages of using artificial intelligence (AI) solutions to boost business and boost sales.The data is from the gMataAI index, created by Google to measure the digital maturity of the major advertisers in the country.

The average maturity of the analyzed businesses was 46%, a percentage considered low and that shows the difficulties of many companies, including major players, in expanding the use of AI in their internal processes. Despite this, four out of ten companies already use AI solutions in their operations, directly impacting performance on strategic dates such as November.

Among the most advanced sectors are retail and fashion, which reach 76% and 68% in the index, respectively. Telecommunications and travel come next, with 66% and 61%. Data shows that sectors with direct access to information on values and recurrence of purchase start from an advantage position, managing to make faster and more assertive decisions, especially in high-motion periods like Black Friday.

Even with AI maturity still limited, smart payment strategies can directly influence results.In the case of Divibank Pay, for example, 9% of transactions were denied on the first attempt, but the orchestration of payments allowed us to recover part of these sales, reducing losses during the date. “Our goal is to ensure that each sale has a chance to be completed without compromising security. With payment orchestration, we were able to recover sales that could be lost and support companies in one of the most critical periods of the year”, he says Rebecca Fischer, Co-founder and Chief Strategy Officer (CSO) of Divibank.

The episode highlights an important point: even with low AI maturity, well-structured business operations and attention to critical processes can make a difference in strategic dates, showing that technology and efficient management go hand in hand in Brazilian trade.

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