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Over the years, Black Friday has evolved from a simple promotional event to a global phenomenon. What began as a strategy to boost sales immediately following Thanksgiving in the United States has now spread worldwide, impacting everything from large retailers to small businesses. As technology advances, new elements are transforming the way this special day is conducted — and none has made a more significant impact than generative artificial intelligence (AI).
We are witnessing a revolution on multiple fronts: from large-scale personalization to automation and optimization of logistical processes. Generative AI has reshaped how consumers and companies engage with Black Friday, redefining expectations and raising the standard for seasonal sales.
One of the most significant advantages of generative AI is its ability to personalize customer experiences. By analyzing data, this technology enables retailers to offer more relevant, precise product recommendations. For example, someone searching for electronics can be quickly presented with device deals that match their preferences, increasing the likelihood of a sale. With chatbots and virtual assistants, interactions with consumers become faster and more efficient, providing near-instant support during one of the busiest times of the year.
Another crucial aspect is the automation of marketing processes. Generative AI can create dynamic advertising campaigns that adapt in real-time to consumer behavior, allowing messages to adjust according to emerging trends and boosting engagement and sales. Companies adopting these practices can gain a competitive edge, offering a more engaging experience for their customers.
Generative AI also enhances logistical optimization. Anticipating demand through historical data enables companies to adjust their stock levels and delivery processes more efficiently. This predictability is essential during Black Friday, as demand spikes can lead to stockouts or shipping delays. With a smarter supply chain, companies can ensure that the right products reach consumers at the right time, improving customer satisfaction and brand reputation.
In summary, this technology has the potential to redefine what we consider a successful sale. As we move forward, balancing innovation with responsibility will be crucial, ensuring that the AI revolution benefits both retailers and consumers. The future of Black Friday promises a day of deals with a truly integrated, personalized experience driven by artificial intelligence.
Cybersecurity
To prepare for increased traffic and transactions during Black Friday, it is crucial for companies to have specialized solutions that provide the support necessary to handle the characteristic demand spikes of this period. Scalable infrastructure, continuous monitoring, and 24/7 support ensure that a company’s digital environment remains secure, agile, and accessible at critical moments. Having this expertise optimizes operational performance and creates a high-quality experience for customers.
Protecting customer data and system integrity is fundamental, using cybersecurity tools like firewalls, intrusion detection systems, and real-time monitoring. A robust disaster recovery plan should be in place for business continuity. Intelligent monitoring solutions can detect and address issues quickly, maintaining smooth operations and avoiding performance issues during peak sales. Implementing technologies that anticipate usage peaks and allow real-time adjustments helps maximize return on investment, balancing efficiency with costs.
*Rodrigo Rangel Lobo is COO of Edge UOL
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