During an event in São Paulo, held on August 28, Google discussed the transformations of Black Friday, which in 2025 marks its 15th anniversary in Brazil. The consensus was clear: Black Friday has gone beyond being just a discount date to become a pillar of growth and brand building, driven by Artificial Intelligence and growing consumer trust.
Google opened the meeting by highlighting the importance of the second half of the year for retail and emphasizing how consumer journeys and technology go hand in hand. Brazil stands out for its agility in adopting new technologies, especially among small and medium-sized businesses, positioning local professionals at the center of innovation.
Tools like Gemini and AI Overview are already anticipating new ways of search and purchase discovery, and a recent Google economic impact report shows that the platform generated BRL 215 billion in business in the country in 2025.
The New Consumer Behavior and the Role of Trust
Black Friday maintains its dominance as the most trusted shopping date for consumers, as “companies can run promotions every month, but Black Friday happens only once.” Data presented at the event shows that six out of ten Brazilians have already shopped during Black Friday and intend to do so again.
The content also highlighted the complexity of Brazilian consumers, who can be either strategic, planning and researching purchases, or impulsive, acting out of fear of missing out. Black Friday is one of the few occasions capable of engaging both profiles, which often coexist in the same person. In this context, AI is crucial to decoding this duality and personalizing communication effectively.
Artificial Intelligence: The “Safety Car” of Competition
AI was highlighted as the great equalizer for all businesses, not just for large retailers. During the event, it was noted that although only 14% of companies in Brazil are leading in AI adoption, the integrated use of new technologies can bring significant results.
AI in Media: The Strategic Core
For Google, media strategy during Black Friday must be complete and integrated. The combined use of Search and YouTube can increase ad return on investment (ROI) by up to 20%. YouTube Shorts, for example, serves as a discovery channel, with 84% of users using the platform to find new products. Search, in turn, acts as a conversion engine, where tools like AI Max can generate up to 27% more conversions with the same budget.
AI in Creation: The Differentiation Weapon
Nathália Camargo, Commerce Director, and Gustavo Souza emphasized during the event that Black Friday is both a sales catalyst and a brand-building moment. In this context, creativity, powered by AI, becomes a powerful weapon. Creative assets account for up to 89% of a campaign’s ROI. Generative AI tools, such as Google’s Product Studio, provide agility and scale, allowing brands to produce high-quality images and videos in seconds.
AI in Strategy and the Future
Futurist Amy Webb argued that Black Friday should be seen as part of a long-term strategy with AI at its core. She pointed out trends such as Living Intelligence for hyper-personalized shopping experiences and the use of robots to optimize logistics and distribution centers. Webb concluded that AI embedded in consumers’ lives will generate more reliable data, making transactions smoother and more conversational.
By attending the event and absorbing all the insights shared, placing them in the context of a reality that already coexists with Artificial Intelligence, our team reflects on the importance of brands being ready to embrace this new phase of innovation in e-commerce. Bringing technology to boost results while increasing the capacity and efficiency of teams, campaigns, and strategies is key.
“The question is not whether your brand should participate in Black Friday, but whether it is ready to accelerate with Artificial Intelligence and consumer trust, turning the date into a season of opportunities.”
At Corebiz, we have specialized teams to optimize your e-commerce for the busiest sales season of the year. From product page and landing page optimization to SEO and Media & Performance strategies, we master the best practices to elevate your Black Friday strategy.
Talk to our team and discover how we can boost your e-commerce sales this Black Friday.
Written by:
Alexandre Modesto, Media Coordinator
at Corebiz
