Fifteen years after the consolidation of Black Friday in Brazil, the date that transformed digital retail is once again undergoing an inflection. If in the first decade the advance came from the migration of the consumer to online, 2025 marks the definitive entry of artificial intelligence as a scale engine in conversational commerce. “In a country where more than 140 million people use WhatsApp daily, chat has become a buy. Dialogue has become the new click, shifting the interaction between brands and customers to a two-way, instant and personalized. 2025 will be remembered as the year of Black Om Friday of AI”, says Mauritius ChatBetch and Business Provider of WhatsApp Co.
According to data from the platform, the total volume of conversations processed on WhatsApp during November grew 31% compared to the same period in 2024, reaching 15.9 million interactions.The increase in volume did not compromise the consumer experience. Quite the contrary in fact. The average consumer waiting time had a reduction of 54% in the period of greatest retail operational pressure.
This efficiency is directly associated with the adoption of autonomous AI agents. The Whizz Agent multiplied by 10 the number of conversations conducted on Black Friday. The jump came from multiple fronts, since the increase in interactions organically initiated by the consumer on the WhatsApp button on the website of the customer brands 869% grew until the expansion of cart recovery flows and the intensive use of WhatsApp Marketing campaigns.
AI not only absorbed volume, but increased business efficiency.Conversion to sales served by autonomous AI agents during the Black Friday period grew by 700% when we compared 2024 to 2025.
The gains also extended to human productivity. Sellers who used Whizz Copilot responded, on average, 52% faster than those who did not use the resource throughout their journeys, reinforcing the logic of complementarity between AI and advisory service. According to Trezub, “a IA guarantees speed, accuracy and continuity, while the seller acts where there is nuance, emotion, negotiation. It is this balance that improves experience and ACHR conversion.
The impact was especially strong in sectors historically dependent on human service. In fashion retail, conversations conducted by Artificial Intelligence grew by more than 16,000%, considering the Black Friday period of 2024 versus 2025. In education, the advance was more than 2,800%. The movement confirms that the adoption of conversational AI is no longer restricted to high-frequency retail and starts to gain traction in longer-cycle segments.
The data shows that the consumer journey has also changed. If before he clicked, now he talks. The logic of the traditional funnel attract, click, convert 5 gives way to a conversational model in which the customer asks, receives recommendations, assembles the cart and finalizes the purchase in a single environment.
To sustain peaks of thousands of simultaneous conversations per minute, OmniChat operated Black Friday with elastic cloud architecture, multi-layered redundancy and continuous monitoring, following standards such as ISO 27001, 27017 and 27018 and ensuring full compliance with the LGPD. With WhatsApp becoming one of the main revenue channels for a brand, stability is no longer technical detail and becomes a competitive advantage.
“In the year that AI took the lead in sales operations, Black Friday 2025 leaves a clear message for Brazilian retail: the dispute is no longer just for clicks. It is for dialogues & the ability to transform them into scale, efficiency and lasting relationship”, says Trezub.
