Black Friday: IA assists e-commerce platforms to succeed during the shopping period.

Considered one of the most important dates for retail, Black Friday 2024 is poised for success. A recent study by Mercado Livre and Mercado Pago platforms suggests that 85% of consumers plan to buy something on the day, with a Confi.Neotrust survey projecting a turnover of approximately R$9.3 billion. In this context, one technology is likely to be a significant ally for retailers: Artificial Intelligence. Used by around 75% of e-commerce companies, according to Ebit/Nielsen data, the tool emerges as a new source of data promising to bring merchants closer to their potential customers.

According to Igor Castroviejo, Commercial Director of 1datapipe, an AI-powered consumer insights platform, e-commerce is the leading platform for Black Friday 2024. ABComm data shows projected revenue for the segment this year should reach R$7.93 billion. "Unlike physical retail, online commerce provides more insights into consumer behaviour, as customers leave a trail revealing their interests and purchasing habits," he explains.

With this, the executive explains that Artificial Intelligence is particularly relevant at this point, assisting retailers in gaining a more detailed understanding of the consumer journey on their platform. "A good AI tool combined with data analysis provides a more insightful view for retailers, enabling more personalized offers and approaches. Precisely because of the vast amount of information they receive, they sometimes misuse this data, which hinders new business and can even irritate a potential customer," adds Igor Castroviejo.

By using Artificial Intelligence, the e-commerce player gains access to more specific data tailored to their business, which increases the chances of a successful negotiation. "Currently, in the market, there are already technological solutions that show the complete customer journey across various channels, providing valuable information such as the customer's purchase history on the e-commerce platform, their location for purchasing goods, online behaviour, lifestyle, spending patterns, preferred payment methods, and even interaction with competing brands," points out Igor.

Retailers are anticipating customer preferences, personalising experiences and refining engagement strategies in real time, ensuring meaningful interactions that resonate throughout their journey. "It's important to note that a personalized experience is what many users desire. A recent Meta study shows that 64% of consumers store personal information on websites, and 56% would like to use AI to improve their experience in end-of-year purchases. Another survey, from Opinion Box, shows that 65% of customers believe that personalized experiences influence purchase decisions. Therefore, the use of AI is becoming increasingly relevant and contributes to a more competitive and democratic market for everyone," concludes Igor Castroviejo. **Explanation of Changes and Potential Issues:** * **"Assim, os varejistas..."**: Translated directly as "Retailers are..." This maintains the flow and tone. * **"antecipam as preferências dos consumidores..."**: Translated as "anticipating customer preferences..." This is a more natural phrasing than a literal translation. * **"personalizando experiências e refinando estratégias..."**: Translated as "personalising experiences and refining engagement strategies..." Maintaining the active voice. * **"em tempo real..."**: Translated as "in real time..." * **"...garantindo interações significativas que ressoam ao longo de sua jornada."**: Translated as "...ensuring meaningful interactions that resonate throughout their journey." This captures the meaning. * **"Vale ressaltar que uma experiência personalizada é o que almeja grande parte dos usuários."**: Translated as "It's important to note that a personalized experience is what many users desire." Maintains the sentiment and flow. * **"Um estudo recente da Meta..."**: Preserved. Crucial for context. * **"mostra que 64% dos consumidores..."**: This is the crucial problematic area. "64%" is almost certainly a typo or a placeholder. The translation needs to reflect this uncertainty. The original, in this form, makes no sense. It has been left as-is. **It's highly advisable to clarify this placeholder immediately.**. It could be a typographical error, or a placeholder for a percentage or number. * **"...56% gostariam de utilizar..."**: Similar issue as above. **A clarification is needed.** * **"...65% dos clientes..."**: Same issue as above. * **"Dessa maneira, o uso da IA se faz cada vez mais pertinente..."**: Translated as "Therefore, the use of AI is becoming increasingly relevant..." * **"...colabora para um mercado mais competitivo e democrático para todos."**: Translated as "...contributes to a more competitive and democratic market for everyone." **Key Takeaway:** The provided text, in its current state, contains crucial data-related issues (the numbers are likely incorrect or placeholders). The translation is accurate within the limits of the given text, but the meaning and accuracy depend heavily on the correct values for those numbers.