Infobip Forecasts 193 Million UK Black Friday Messages as AI Drives Shopping Shift
Event summary
- Infobip predicts 193 million business-to-consumer messages during UK Black Friday and Cyber Monday 2026.
- 63.2% of global consumers used AI assistants or chatbots for shopping in the past year.
- UK retailers expect RCS message volume to surge by over 280% this Black Friday.
- 60% of consumers start holiday shopping by early November, reducing Black Friday's singular importance.
The big picture
Infobip's forecast highlights how AI is transforming retail communications, with conversational channels gaining prominence over traditional email. The extended shopping season creates pressure on retailers to engage customers earlier with more personalized offers. This shift reflects broader industry trends toward AI-driven customer journeys and omnichannel engagement strategies.
What we're watching
- AI Integration
- How quickly retailers adopt AI for personalized shopping experiences and whether this drives customer loyalty.
- Channel Shift
- The pace at which RCS and conversational channels displace email as the primary retail engagement tool.
- Seasonal Strategy
- Whether extended shopping seasons reduce Black Friday's revenue impact or create new engagement opportunities.
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