How AI is transforming Black Friday for 2025

AI has quickly become the ultimate digital sidekick, helping to plan shopping lists, recommend gifts and manage schedules. Algorithms are learning what we want before we even hit “search”.   

UK consumers are expected to spend around £14 billion over the Black Friday weekend, with the average shopper parting with £299. But as AI continues to influence how we discover, compare and buy, the question is, how is it changing the way people shop? 

What AI could mean for Black Friday shopping 

Gone are the days of flipping through catalogues and circling the items you want ahead of time. Today, AI is redefining how we find deals, predict trends and make purchasing decisions. 

Modern algorithms analyse vast amounts of browsing data in real time, identifying what’s currently trending and tailoring ads that are exactly what you’re looking for. 

If you’ve been searching for a sturdy new mattress, you will no doubt be served with targeted offers across each platform. This level of personalisation isn’t new, however,  AI has made it smarter and even more predictive than ever before.  

TikTok shop is a great example of this in action. Its AI-driven “seller assistant” recommends products based on what users engage with, and this results in ultra-relevant, trend-based ads. 

As well as personalisation, AI is reshaping how consumers discover products and services too.  Shoppers can now upload an image of a product and let AI tools find identical or similar items instantly, which is an innovation particularly useful for fashion, interiors and beauty brands. 

The challenges businesses are facing with Black Friday 

Black Friday is a crowded marketplace and for smaller businesses, the competition can be fierce. While retail giants have huge budgets for data-driven campaigns, SMEs can still use AI creatively to punch above their weight. 

AI advertising platforms analyse everything from browsing history to engagement data and purchase behaviour, helping retailers pinpoint the right customers at the right time. 

For smaller brands, this means targeted ad strategies are more essential than ever. Investing in precise audience targeting and automation tools can help level the playing field and deliver campaigns that are both smart and strategic. 

Generational shift towards social commerce 

Ecommerce businesses have been using integrated AI as part of their sales funnel for a while, utilising it for product recommendations and chatbots for customer service. With platforms like ChatGPT, consumers are embracing social commerce faster than ever and turning to TikTok, Instagram and YouTube as part of their buying journeys.  

To stay visible, brands need to optimise for both AI search as well as organic discovery, meaning your SEO strategy must evolve.  

It’s no longer enough to rank on page one. Your content needs to feed into AI overviews and conversational search tools. Regular blog content, helpful guides and clear keywords can ensure your products or services show up where your shoppers are actually looking. 

How AI supports social commerce  

Despite the challenges, AI offers huge opportunities for brands ready to embrace it. 

AI can scan hashtags, trends and viral content in real time and help brands identify which products are likely to go viral next. This kind of predictive insight levels the playing field, giving smaller businesses a way to anticipate demand and move faster than competitors. 

The key is to combine these insights with creativity, blending smart automation with genuine human connection. Even with advanced algorithms and AI-driven ads, authenticity remains the most powerful sales tool. 

Consumers still value real reviews, influencer recommendations and genuine storytelling. AI can help your brand reach the right people - but trust, transparency and community engagement are what make them stay.  

Need support with AI to help your business on Black Friday? 

Our award-winning team of ecommerce specialists knows exactly how to make your customers shop. Whether you're on CRM such as Shopify or TikTok Shop, we combine creative strategy and Conversion Rate Optimisation (CRO) with technical know-how to get your brand seen, your basket filled and your sales flowing.   

If you need a website that converts clicks into sales or want to create a strategy that works for any holiday season, request a free audit from us today.