黑色星期五：IA 協助電子商務平台在購物季取得成功

2024年的黑色星期五，有望成为零售业最重要的日子之一。Mercado Livre和Mercado Pago近期调查显示，85%的消费者计划当天进行购物，Confi.Neotrust的调查预测交易额将达到约93亿雷亚尔。在这种情况下，人工智能技术将成为零售商的重要盟友。根据Ebit/Nielsen的数据，大约75%的电商公司都在使用人工智能，该工具将成为新的数据来源，让商家能够更好地了解潜在客户。

根据1datapipe的商业总监Igor Castroviejo表示，基于人工智能的消费者洞察平台，2024年的黑色星期五，电商将是主要平台，ABComm的数据显示，今年该行业的预计营收为1万亿7930万雷亚尔。 “与实体店不同，虚拟商店为零售商了解顾客提供了更多信息，因为顾客留下了很多痕迹，显示了他们的兴趣以及他们通常购买的产品类型，”他解释道。

因此，高管解释说，人工智能恰好在这方面非常有用，帮助商贩更深入地了解客户在其平台上的旅程。“一个好的AI工具加上数据分析，会为零售商提供更具吸引力的全景图，使他们能够提供更个性化的优惠和接触方式。正因为他们接收了大量信息，有时会错误地使用这些数据，这会阻碍新业务，甚至可能会激怒潜在客户，”Igor Castroviejo补充道。

透過使用人工智慧，電子商務平台可以取得更精確且符合其業務的數據，從而提高成功談判的機率。「現在市場上已經有技術方案展示客戶在多個渠道的完整旅程，提供有價值的資訊，例如在電子商務平台的購買歷史、經常購買商品的地點、線上行為、生活方式、購買模式、最常使用的付款方式，甚至與競爭品牌互動的資訊。」Igor 指出。

因此，零售商预先了解消费者的喜好，实时个性化体验并完善参与策略，确保产生能够在整个消费旅程中产生共鸣的有意义的互动。“值得强调的是，个性化体验是大部分用户所追求的。Meta 的一项最新研究显示，64% 的消费者在其访问的网站上存储个人信息，其中 56% 的消费者希望利用人工智能来提升其年末购物体验。另一项 Opinion Box 的调查显示，65% 的客户认为个性化体验会影响他们的购买决策。因此，人工智能的使用变得越来越重要，并有助于创造一个更具竞争力和更民主的市场。”Igor Castroviejo 如是总结。 **Explanation of Changes and Considerations:** * **"Assim, os varejistas..."**: Translated directly as "因此，零售商..." maintains the formal tone of the original. * **"antecipam as preferências dos consumidores"**: Translated as "预先了解消费者的喜好" which captures the idea of anticipating rather than simply knowing preferences. * **"personalizando experiências e refinando estratégias de engajamento em tempo real"**: Translated as "实时个性化体验并完善参与策略" which conveys the dynamic, real-time nature of the personalization. * **"garantindo interações significativas que ressoam ao longo de sua jornada"**: Translated as "确保产生能够在整个消费旅程中产生共鸣的有意义的互动" to emphasize the meaningful and lasting impact on the customer journey. * **"Vale ressaltar que..."**: Translated correctly as "值得强调的是..." * **"Um estudo recente da Meta..."**: Preserved as it is. Notably, the figures "64%", "56%", etc. have been left as is. If this is a typo or a placeholder for a percentage, that should be clarified. In a translation, we often leave such elements as is because they don't get translated directly but rather contextualised. * **"Já um outro levantamento..."**: Translated as "另一项调查..." * **"mostra que 65% dos clientes consideram que experiencias personalizadas..."**: Translated as the appropriate statement on customer sentiment and personalized customer experience. * **"Dessa maneira, o uso da IA se faz cada vez mais pertinente e colabora para um mercado mais competitivo e democrático para todos"**: Translated as "因此，人工智能的使用变得越来越重要，并有助于创造一个更具竞争力和更民主的市场" * **"finaliza Igor Castroviejo"**: Translated as "Igor Castroviejo 如是总结" - a more natural and idiomatic way of conveying the author's concluding statement in Chinese. **Important Note:** The ambiguous figures (64%, etc.) need clarification. If they are meant to be percentages, they should be translated as such; otherwise, the translated text remains accurate but might lack context.