More than half of UK marketers (54%) are now using AI to determine pricing and offers for this Black Friday, according to recent insights from Optimizely, a leading provider of digital experience platforms (DXP). This research highlights how marketers are increasingly leveraging AI to enhance digital customer experiences.
Drawing on data from 100 UK marketers, the study explores AI’s expanding role in seasonal marketing efforts, revealing that 51% of marketers integrated AI into the planning and development stages of their Black Friday strategies this year.
AI isn’t just for marketers—consumers are using it too. The study, which also surveyed 1,000 UK consumers, found that nearly one-third (31%) plan to use AI tools, services, and add-ons to help them secure the best deals this Black Friday.
“Black Friday is more than just a sales event—it marks the start of the holiday shopping season. It’s a chance for brands to set a strong foundation in a competitive retail market,” said Tina Nelson, Product Strategy Director at Optimizely. “Consumers are on the lookout for the best deals, and brands must seize this moment to grow their customer base through targeted, personalized digital experiences.”
Nelson continued, “Our data highlights the essential role AI technologies are playing in shaping marketing strategies, as brands work to optimize their offerings during this intense shopping season. However, standalone AI tools aren’t enough. Effective digital experiences require fully integrated AI across the marketing suite, from content creation to product recommendations, ensuring a seamless, personalized journey for customers at every touchpoint.”
About Optimizely
Optimizely aims to empower marketers through Optimizely One, the world’s first operating system designed specifically for marketing teams. Optimizely One combines leading solutions across content management, marketing, experimentation, commerce, and personalization, enabling marketers to manage every stage of the marketing lifecycle through a unified, AI-powered workflow. With a flexible, fully composable platform, Optimizely supports global brands like H&M, Salesforce, Zoom, and Toyota in creating content efficiently, launching experiments confidently, and delivering high-quality experiences. Learn more at optimizely.com.