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 increase sales. This data comes from the gMataAI index, created by Google to measure the digital maturity of the country's major advertisers.
The average maturity level of the businesses analyzed was 46%, a percentage considered low and highlighting the difficulties many companies, including large players, face 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 follow, with 66% and 61%. The data shows that sectors with direct access to information on values and purchase frequency start from an advantageous position, managing to make faster and more assertive decisions, especially during high-traffic periods such as Black Friday.
Even with AI maturity still limited, intelligent payment strategies can directly influence results. In the case of Divibank Pay, for example, 9% of transactions were declined on the first attempt, but payment orchestration allowed them to recover some of these sales, reducing losses during that period. “Our goal is to ensure that every sale has a chance to be completed without compromising security. With payment orchestration, we were able to recover sales that could have been lost and support companies during one of the most critical periods of the year,” says Rebecca Fischer , co-founder and Chief Strategy Officer (CSO) of Divibank .
This episode highlights an important point: even with low AI maturity, well-structured business operations and attention to critical processes can make a difference on strategic dates, showing that technology and efficient management go hand in hand in Brazilian commerce.
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