According to recent data from Optimizely, more than half of UK marketers (54%) are utilising AI to determine pricing and promotions for Black Friday. As Black Friday continues to grow in importance as a start to the holiday shopping season, marketers are relying on AI to help them stay competitive.
The survey of 100 UK marketers reveals that AI has become a crucial part of seasonal strategies, with 51% stating they leveraged AI tools when planning and developing their Black Friday campaigns this year.
In addition, consumers are also joining the AI trend, with nearly one-third (31%) of UK shoppers stating they plan to use AI-driven tools and add-ons to help them find the best deals this Black Friday. This consumer shift highlights the rising demand for personalised, digital shopping experiences that utilise AI to make searching for deals easier and more efficient.
“Black Friday isn’t just another sales event, it’s the kickoff to the entire holiday shopping season. It’s the moment for brands to set the tone and lay the groundwork for success in a highly competitive retail market. Consumers are busy hunting for the best deals and brands must capitalise on this opportunity to expand their customer base through targeted and personalised digital experiences,“ said Tina Nelson, product strategy director at Optimizely.
The survey emphasises that brands need to do more than add AI tools to make an impact truly. Integrating AI across the marketing suite, from content generation to personalised recommendations, enables companies to provide a seamless, tailored customer experience throughout the shopping journey.