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

Black Friday is expected to move more than R$13 billion in Brazilian e-commerce this year, according to the Brazilian Association of Artificial Intelligence and E-commerce (Abiacom). But, in addition to the numbers, a question hangs in the air: is your company prepared to deal with millions of clicks, requests and especially, fraud attempts in a few hours?

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 has put together key cloud strategies to help businesses prepare for Black Friday:

Predict demand with high accuracy: use Machine Learning algorithms that cross-reference historical data and real-time trends, preventing resource waste or capacity failures.

Customize the shopping cart: adjust product recommendations in real time to increase conversion and reduce abandonment.

Fighting fraud with intelligence: use behavioral analytics and digital biometrics to identify suspicious transactions in seconds without disrupting the buying journey.

Serving with generative chatbots: act as digital sellers, who recommend and finalize orders without queuing or loss of opportunity.

Beyond intelligence, infrastructure needs to be prepared for the unpredictable. Multi-cloud solutions and geographic redundancy ensure business continuity in the event of failures. Edge computing reduces latency in higher consumption regions, accelerating the checkout process, while real-time observability allows you to detect bottlenecks before they become negative headlines.

“Na Black Friday, seconds are equivalent to millions. The customer does not expect: if the site falls, he buys from the competitor. TIVIT combines cloud and Artificial Intelligence to ensure that every click turns into a safe and profitable sale”, concludes Maia.