Six impacts of artificial intelligence on the consumer experience on Black Friday 2024  

With less than two weeks left for Black Friday, while retailers are already preparing to leverage their revenues in the five most important days of the year for the sector, the consumer is also beginning to mobilize with an eye on desired items and good discounts. This year, however, the more concrete application of artificial intelligence by major brands already announces a promising Black Friday. In a recent event, directors of Google Brazil reinforced this perspective, highlighting how the use of AI should boost results. With the increasing investment in technology by retailers, what will change in the consumer experience?  

Florian Bessonnat, co-founder and CIO of Franco-Brazilian startup Simplex, which specializes in increased traffic, sales and online conversion, serving giants like Carrefour, Mobly and Leroy Merlin, lists below six AI applications that are expected to enhance the consumer journey this year  

Intelligent search assistants 

Conversational AI tools like ChatGPT can make product discovery more intuitive.Conversational shopping plugins on e-commerce sites strengthen a new type of customer interaction similar to a chat. Therefore, personalized shopping recommendations through natural language questions are powerful strategies for building customer loyalty in search of more assertive purchases. 

Visual searches 

Doing product searches through images on platforms like Google Lens can improve and simplify the shopping experience, with the fundamental help of generative AI. The technology extracts insights from images, making comparisons, in order to find similar products and suggest them to the consumer.  

Customized product recommendations 

AI offers tailored shopping suggestions. Thinking about the constant evolutions of technology and its ability to analyze a large amount of data, it can cross-reviews of a product on the internet with the confidence of the seller and, considering the location of the buyer, suggest much more accurate results.  

Price tracking and alerts 

AI-based tools notify buyers when desired items fall in price. This way, the consumer can ensure the best value in their purchase. Buyers can still receive personalized discounts in real time, according to their preferences.

Improved customer service 

In times of high demand, one can expect doubts and problems at any point in the consumer journey. It is humanly impossible to have a team that gives account in the ideal time to consumer issues. For this, AI chatbots are an excellent solution, as they respond quickly to queries. The result is shorter waiting time and greater customer satisfaction, avoiding negative impacts for the company.   

Frictionless payment 

AI-driven payment solutions eliminate cashier queues, one of the biggest reasons cart abandonment in online transactions. Investing in automated checkout systems circumvents this problem, speeding up the buying process.