Black Friday: AI helps e-commerce platforms succeed during the shopping period

Considered one of the most important dates for retail, Black Friday 2024 has everything to be a success. Recent study conducted by the platforms Mercado Livre and Mercado Pago point out that 85% of consumers intend to buy something on the day, with a survey of Confi.Neotrust projecting a movement of approximately R$ 9.3 billion. In this scenario, a technology tends to be a great ally of retailers: Artificial Intelligence. Being used by about 75% of e-commerce companies, according to information from Ebit/Nielsen, the tool emerges as a new source of data that promises to make more of its potential.

According to Igor Castroviejo, commercial director of 1datapipe, a consumer insights platform based on Artificial Intelligence, e-commerce is the main platform to be used on Black Friday 2024, with data from ABComm showing that the projection of revenue for the segment this year should be R$ 7.93 billion.“Virtual commerce, unlike face-to-face, gives more inputs for retailers to know their consumer, as they leave several traces that show their interests and what type of product usually buy”, he explains.

With this, the executive explains that Artificial Intelligence comes in handy at this point, helping merchants to have a more detailed notion of the consumer journey on their platform.“A good AI tool combined with data analysis gives a more interesting panorama to retailers, allowing offers and more personalized approaches. Precisely because of the wide range of information they receive, sometimes use this data in the wrong way, which disrupts new businesses and can still irritate a potential customer”, adds Igor Castroviejo.

Through the use of Artificial Intelligence, the e-commerce player can have access to more specific data and with adherence to your business, which increases the chances of a successful negotiation.“Today, in the market, there are already technological solutions that show the complete customer journey in several channels, giving valuable information such as purchase history in e-commerce, location where you usually acquire goods, online behavior, lifestyle, shopping patterns, payment methods most used and even interaction with competing brands”, points Igor.

Thus, retailers anticipate consumer preferences, personalizing experiences and refining real-time engagement strategies, ensuring meaningful interactions that resonate throughout their journey.“Vale points out that a personalized experience is what most users want. A recent study by Meta shows that 64% of consumers stores personal information on websites, and 56% would like to use AI to improve their experience in end-of-year acquisitions. Already another survey, by Opinion Box, shows that 65% of customers consider that personalized experiences influence the purchase decision.