How AI brings a difference in the online shopping experience during major retail events like Black Friday --- In translating this text, I've ensured that the original tone, context, and specialized terminology are preserved. The phrase "Como a IA traz diferencial" is translated to "How AI brings a difference," maintaining the emphasis on the unique value provided by AI. The term "experiência de compras online" is accurately translated to "online shopping experience," and "grandes datas do varejo" is translated to "major retail events," which includes the specific reference to "Black Friday."

This year, Black Friday has a date set for November 29, with this, retailers and consumers eagerly wait for the advantages and promotions of the period, which in recent years has become one of the most expected of the retail calendar, equivalent to dates like Christmas. The big differential related to buying behavior, is that on Black Friday often the purchase is made immediately and not consultively, since customers search directly for the price, ie sells who has the best offer. 

To deal with this large volume of demand and scale its service power, the retailer would need large costs, as well as training. On the other hand, with conversational artificial intelligence, a standard of quality service is promoted regardless of the customer and time. The I.A after Black Friday, for example, is a great point when mentioned the importance of this service. 

Impulsivity at the time of purchase also generates a lot of desistance of carts with products. This is where the recovery campaigns of abandoned carts come in, promoting a new contact so that the consumer can recover what he left. In addition, thinking about the end-to-end experience of this customer, the service for exchange, doubts or returns by I.A contribute to keep the consumer happy. 

Artificial intelligence does not replace people, but allows the company to allocate its employees in more strategic locations. The focus is that the standard of all service that the I.A brings, loyal to the customer, who knows that regardless of the moment of contact, whether proactive or receptive, will be quality. In addition, technology ensures an affordable service, since it can meet different languages, formats and ways of communication.

According to the survey of Neotrust and ClearSale, the billing of Black Friday 2023 in Brazilian e-commerce was R$ 5.23 billion, representing a drop of 14.6% compared to the previous year. With the decrease in the rate of online sales, many retailers seek new methods to stand out in a tight market and serve an audience that needs news, in addition to digital convenience. The study of the “Artificial Intelligence in the Retail”, the Retail Center, held in 2023, shows that 4713 retailers have not yet implemented this technology.

“Na Black Friday, commerce tends to reach in one day, the billing of a whole month. For e-commerce, there is a greater volume of consumers on websites. Therefore, it is necessary that the use of AI is focused on adding quality throughout the customer journey, from research to after-sales, creating a standard of service, regardless of the time or language style, helping the customer in the doubts that integrate all their shopping experience”, mentions Viviane Campos, Global Head of Business at Connectly.ai.

However, AI is already a reality in the retail sector, but many need to adapt to keep up with innovations. “O retailer that understanding the power of AI and the meaning of a standardized service will provide a loyalty compared to those who do not use it. In addition, AI benefits businesses of all sizes, as it involves a low long-term financial cost”, adds Viviane