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The Rise of AI-Powered Messaging in Black Friday 2025

As the world gears up for seasonal shopping, the data from Sinch (Sinch AB publ) paints an exhilarating picture of how digital communication has evolved, with Black Friday on November 28 marking a substantial shift towards artificial intelligence-driven messaging formats. The early global data indicates that AI is now at the forefront, streamlining customer interactions and making for a more engaging shopping experience.

In 2025, there was a remarkable 144% increase in Rich Communication Services (RCS) messages compared to the previous year. This trend reflects a growing demand among consumers for richer and more immersive messaging that enhances their purchasing journeys. Retailers, logistics services, and digital platforms are adopting these advanced communication channels to compete effectively in an ever-crowded marketplace.

In addition to RCS, email volume saw robust growth, climbing by 32% during November, further solidifying its role as a cornerstone for holiday marketing campaigns. Combined with the skyrocketing total interactions across the Sinch platform, reaching an astounding 27 billion during the Black Friday week, it becomes evident that businesses are capitalizing on multiple channels to connect with consumers.

The Evolution of Customer Communication

Daniel Morris, the Chief Product Officer at Sinch, emphasized this transformation, stating, "This year's Black Friday demonstrates that rich AI-powered, conversational experiences are no longer optional; they are the new standard." It is clear that brands are now harnessing AI and conversational messaging as essential tools to nurture customer relationships. The shift has made communicating with customers more efficient and effective, as these modern formats not only attract but also retain consumer attention.

Traditional communication methods, such as SMS and email, continue to serve as the bedrock of holiday campaigns, offering reliability alongside newer channels. The integration of AI in these communications is enhancing vital activities such as marketing, order tracking, and customer support, fulfilling consumer expectations for real-time interactions and updates.

A Comprehensive Overview of the Data

The Sinch platform revealed compelling insights throughout the Black Friday week:

• - RCS adoption surged impressively, highlighting a consumer preference for dynamic and interactive messaging formats.
• - Email communication remained prevalently utilized, proving its lasting effectiveness in delivering promotional content and engaging with customers.
• - The staggering 27 billion interactions on the platform exemplify how crucial seamless connectivity is during peak shopping times.

Such data underscores not just a trend but a revolution in how brands communicate with their customers. With innovative communication strategies, businesses can foster meaningful customer relationships that last beyond the holiday season.

Conclusion

The 2025 Black Friday demonstrated a landscape where AI-powered conversational messaging is a game-changer for brands seeking to enhance their market presence. The continued rise of platforms like Sinch allows businesses to interact with their customers more dynamically, further shaping marketing strategies for the future. In an era where consumer expectations for swift and engaging communication have reached new heights, businesses must adapt to sustain their competitive edge.

As we proceed into the holiday season, the insights from this data provide invaluable lessons. Leveraging AI in communication isn't just an option; it’s a necessity for businesses aiming to maximize their impact during critical shopping periods like Black Friday.