The Impact of AI-Driven Messaging on Black Friday Shopping Trends Revealed

AI-Powered Messaging Revolutionizes Black Friday Shopping

As November 28, 2025, approached, countless retailers geared up for one of the busiest shopping days of the year—Black Friday. This year, however, a remarkable trend emerged: businesses increasingly turned to AI-powered messaging solutions to engage customers more effectively. Data from Sinch shows a monumental shift in communication practices that not only enhanced customer interaction but also drove sales like never before.

Rise of Conversational Messaging

The numbers tell a compelling tale of transformation. RCS (Rich Communication Services) messaging experienced a staggering 144% increase compared to Black Friday in 2024. Meanwhile, email communication surged by 32% during the same period. Overall, the Sinch platform saw a total of 27 billion interactions during the Black Friday week, signaling a prevalent shift in the way brands communicate with their customers.

Led by Sinch, a global leader in customer communication and messaging, these changes reflect broader trends within the industry—namely, a significant push toward more interactive and engaging customer journeys. With over 900 billion messages processed annually, Sinch's insights highlight the growing adoption of conversational channels among retailers and service providers.

Daniel Morris, the Chief Product Officer at Sinch, remarked, “This year's Black Friday demonstrates that rich, AI-powered, conversational experiences are no longer optional; they have become the new standard.” This encapsulates the essence of the shift: as competition heightens, brands are compelled to differentiate themselves through innovative messaging strategies.

The Role of Traditional Channels

Despite the rise of modern messaging techniques, traditional channels such as SMS and email remain indispensable. During the peak shopping season, they deliver a sense of trust and reliability crucial for customer satisfaction. These communication methods underpin highly effective marketing campaigns, authentication processes, delivery tracking, and customer service management.

The synergy between these traditional platforms and emerging channels like RCS and WhatsApp creates seamless customer journeys. Businesses increasingly rely on a blend of these channels to provide real-time updates and responsive customer support.

Why the Shift Occurred

Several factors are propelling this transformation in customer communication:
1. Earlier Promotions: Retailers have begun their promotional activities well in advance of Black Friday, leading to heightened consumer engagement.
2. Extended Campaigns: Longer promotional periods have enabled brands to capture consumer attention over an extended timeframe, making it essential to leverage AI-driven communication tools.
3. Real-Time Expectations: Customers now expect immediate information regarding order tracking, delivery updates, and real-time support, necessitating a rapid and responsive communication approach.

Conclusion: The Future of Retail Communication

The trends observed during Black Friday 2025 are indicative of a more profound transition in the retail landscape. As businesses strive to forge stronger bonds with their customers, the marriage of AI technologies with traditional messaging channels is becoming essential.

Sinch’s insights illuminate the path forward for brands navigating an ever-evolving digital marketplace. By leaning into AI-powered messaging solutions, brands can not only enhance their communication strategies but also position themselves to thrive in a highly competitive environment. This Black Friday serves as a benchmark for future retail communication practices, redefining customer engagement for years to come.