AI drives Black Friday strategies for UK marketers & shoppers

According to a new report by digital experience platform provider, Optimizely, marketers and consumers in the UK are increasingly utilising AI during Black Friday this year.

Over half of UK marketers, specifically 54%, are employing AI to determine their pricing and deals for Black Friday. This information is part of Optimizely's latest research, which explores the integration of AI into marketing strategies for the holiday shopping period.

The study surveyed 100 UK marketers, discovering that 51% have used AI to assist in the planning and development of their marketing strategies. This indicates a significant reliance on AI as an integral tool in seasonal marketing campaigns.

A separate survey by the same research collected data from 1,000 UK consumers. Results show that nearly a third, about 31%, plan to utilise AI tools, services, and add-ons to secure the best deals this Black Friday. This demonstrates that consumers are also embracing AI technology in their quest for savings.

Tina Nelson, Product Strategy Director at Optimizely, commented on the evolving landscape of holiday shopping, stating, "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."

Nelson elaborated on the implications of AI in marketing, saying, "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."

The findings from Optimizely's research underscore the increasing role of AI as both marketers and consumers navigate Black Friday and the broader holiday shopping season. By integrating AI into pricing strategies, campaign planning, and customer interactions, brands can better meet the demand for personalised experiences that resonate with today's savvy shoppers.

Meanwhile, consumers are also turning to AI tools to make smarter purchasing decisions, reflecting the broader adoption of technology in the retail landscape. As this trend continues, AI's role in shaping holiday marketing and shopping behaviours will likely expand, influencing strategies and preferences well beyond the current season.