Black Friday 2025, scheduled for November 28th, should consolidate a new chapter in the history of Brazilian digital retail. More than a discount event, the date became a major test for portal technology.
With the infrastructure to handle the high flow resolved by cloud computing, a new era is now opening to achieve greater operational efficiency. The growth in the use of Artificial Intelligence (AI) will give virtual retail a maturity in its business, with a strategic tool for personalization, logistics and customer loyalty for the rest of the year.
According to the Brazilian Association of Artificial Intelligence and E-commerce (Abiacom), national e-commerce should generate R$13.34 billion this yearan increase of 14.74% compared to 2024. The number of orders is expected to reach 16.5 million, with an average ticket of R$808.50, and much of this growth will be sustained by the use of AI-based technologies.
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For Roberto Faria, vice-president of Quality Digital, Black Friday is no longer a purely commercial event and has become a test of operational excellence, moving from a simple price and sales war to a level of digital maturity.
“Companies will no longer measure success just by revenue, but by efficiency and the long-term relationship with the consumer. Selling and not being able to deliver is the beginning of a brand’s digital bankruptcy”, says the executive.
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Pillars
Therefore, he believes that the 2025 edition will be a watershed, because leading companies in the digital market are already working based on three fundamental pillars:
– Hyperpersonalization, using AI to create unique, customer-oriented experiences;
– Profitability, ensuring sustainable margins even during peak demand;
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– Omnichannel efficiency, integrating physical and digital stores to offer a fluid and predictable journey.
“It is no longer possible to offer everything to everyone. AI allows us to understand customer behavior, adjust prices in real time according to demand, predicting stock and deliveries exactly as promised at the time of purchase. This changes the game”, explains Faria.
Hyperpersonalization
Artificial intelligence already operates in several layers of e-commerce: from product recommendation to dynamic pricing. With algorithms capable of crossing stock data, purchase history and logistical capacity, the systems are able to suggest tailored offers, present actual shipping and exact deadlines and even adjust the price according to demand in real time, in a logic similar to that of airlines.
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“AI analyzes consumer behavior and the context of the operation in seconds. If a product is in high demand, it can adjust the margin automatically. If it is stuck in stock, it reduces the price. It is intelligence applied to profitability”, explains Faria.
Companies like Quality Digital and Sinatra, which works with AI co-pilots to detect anomalies, have been taking this automation to another level: identifying campaign failures, pricing errors and even internal fraud before they affect sales.
Startup Sinatra claims to have avoided more than US$11 million in losses and corrected pricing errors in major retailers’ inventories.
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