With the arrival of Black Friday on November 29th, businesses are preparing for one of the most anticipated shopping dates of the year, when sales usually grow exponentially. According to Neotrust Confi data, an increase of over 9% in online retail revenue is expected compared to last year. Marked by opportunities, this time of year also brings many challenges, which leads companies to seek innovations to stand out. It is the case of using artificial intelligence, which presents itself as an indispensable tool to attract customers.
Capable of optimizing operations, predicting consumption trends, and personalizing the customer experience, AI has established itself as a strategic ally for companies across various sectors. To give an idea of this importance, according to a survey by IBM, 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 Brasil. 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.
For 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, autonomously resolve issues, and personalize interactions based on purchase history, which improves the consumer experience and increases service efficiency," he comments.
Aiming to meet the high demand for temporary jobs during this time of year, MadeinWeb, in partnership with AWS, developed the Charla AI to assist the salespeople of Melissa's physical stores in their sales. The use of the assistant brings benefits to employees in various areas. An example is strategic inventory knowledge and intelligent redirection, where Charla, using detailed data about the entire network's stock, can offer suggestions for alternative products in case of local stockouts or direct customers to other channels and stores within the network, using an omnichannel approach.
Additionally, the assistant provides highly personalized recommendations based on the analysis of purchase history and each customer's individual preferences, enhancing everyone's experience."The market is calling for more advanced communication, and that is 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 into the physical sales environment, providing customers with personalized product recommendations based on their shopping 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. For Eduardo Mitelman, Co-founder of theInner AI, an Artificial Intelligence startup that offers 100% Brazilian software as an all-in-one content creation solution, “AI is capable of bringing the latest market insights and audience behavior to support campaign creation. In addition, the tool can create campaign texts and provide customized templates for building a campaign. For those who want to create a new strategy just a few days before Black Friday, an AI platform can be the most agile and efficient way”, highlights the expert.
This year, with the increase in AI investment, a clear movement among companies seeking innovations that not only maximize sales but also build long-term relationships with their customers is already observed. This is what explains Monest's CEO and founder, 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, Black Friday 2024 presents a unique opportunity for companies that adopt artificial intelligence in their strategies. Technology will enable the creation of personalized and meaningful experiences for consumers.
With the implementation of intelligent solutions, companies will be able to stand out in a competitive market, more effectively meeting customer needs and establishing lasting connections. Thus, Black Friday will not just be a day of deals, but a reflection of the future of retail, where innovation and the consumer experience will be at the center of operations.
