Half of UK Black Friday prices and deals decided by AI


Half of UK Black Friday prices and deals decided by AI

Just over half of UK marketers (54 per cent) are using AI to decide their pricing and deals this Black Friday. That’s according to new data released by digital experience platform (DXP) provider, Optimizely, which reveals how marketers are working with AI to improve digital experiences.

The research, which calls on data from 100 UK marketers, examines how AI is becoming increasingly integrated within seasonal marketing campaigns and strategies. It reveals that half of marketers (51 per cent) used AI when planning and developing their marketing strategies for Black Friday this year.

It’s not just marketers who are leveraging AI. Optimizely’s research also surveyed 1,000 UK consumers, and found that nearly one-third (31 per cent) plan to use AI tools, services and add-ons to help them find the best deals this Black Friday.

“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,” said Tina Nelson, Product Strategy Director at Optimizely. “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.

Our data highlights the growing role of AI technologies in shaping marketing strategies, as brands strive to optimise their offerings during one of the most intense and competitive shopping periods of the year.

However, simply adopting standalone AI tools will not be enough. To deliver effective digital experiences, AI needs to be fully integrated across the entire marketing suite — from content creation to product recommendations — ensuring a seamless and personalised journey for customers at every stage of the customer lifecycle.”

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