Brands are being urged to prioritise trust and transparency as artificial intelligence becomes more deeply embedded in customer communications during Black Friday sales periods.
Consumer attitudes
Recent research highlights a mixed response among Australian consumers towards the use of AI in retail settings.
"Black Friday is here, and the brands that succeed will be those that skillfully pair AI innovation with customer trust. With every organisation vying for consumer attention, it is more critical than ever to understand how customers actually want to be communicated with, especially given the growing role of AI. Sinch's recent research reveals tension around AI use in the Australian market: while almost a third (29%) of consumers expect AI to simplify their shopping experience during Black Friday/Cyber Monday, 32% remain skeptical, and a significant 43% express worry over privacy," said Ginger Kidd, VP Marketing and Communications APAC, Sinch.
Channel preferences
The study suggests that established communication methods continue to resonate most effectively with shoppers. Email remains the preferred channel for receiving promotional offers as well as updates on shipping and order tracking. When it comes to post-purchase support, only 2% of those surveyed indicate a preference for chatbots to help resolve issues, while 55% favour resolving support matters through email communications with a human.
Prioritising support
Attention to customer support processes could prove crucial for brands. The research points to a clear expectation that when problems arise, there is a human support representative available. Automated solutions alone are unlikely to satisfy most consumers during high-traffic sales periods.
"To build trust with consumers, businesses need to use reliable, established communication channels. Our research shows that email, for instance, is preferred for promotional updates, shipping and order tracking updates. When it comes to chatbots, only 2% would choose this channel to resolve an issue and over half (55%) prefer to resolve support questions through email. Therefore, businesses must ensure that when issues arise, there is a member of the team that can resolve it," said Kidd.
Future planning
Insights from this Black Friday are expected to inform brand strategies for subsequent peak periods, including the Christmas trading window. Brands are being encouraged to focus on channel flexibility, transparent utilisation of customer data, and the positioning of AI as a supportive tool rather than a replacement for human service.
"Insights from this year's Black Friday must inform planning for future sales periods, including Christmas. Trust is built by respecting channel choice, being transparent about data use, and deploying AI as an assistant, not a replacement. This balanced approach sets organisations up for optimal success in future busy sales periods," said Kidd.
