Real-time hyper-personalisation is becoming a key trend in e-commerce, radically changing how customers interact with offers and how stores manage the sales process. Thanks to advanced predictive and generative AI models, each user can receive dynamically tailored content – from prices and page design to product recommendations – based on their current behaviour, preferences and anticipated purchasing intentions.
Variable pricing based on user behaviour is a key element of this transformation. Systems analyse visit history, sensitivity to discounts, purchase frequency and abandoned carts. Based on this, they can propose optimal discounts: lowering the price for a customer prone to churn or maintaining a higher price for someone who typically buys quickly and without extensive negotiation. Contrary to appearances, the goal is not manipulation, but intelligent margin management, although doubts related to business and perhaps legal ethics will undoubtedly arise.
Landing pages generated live based on the current context of the visit constitute the second pillar of hyper-personalisation. The page can automatically change its layout, swap images, highlight selected categories and customise headlines. Two users accessing the same URL (e.g., a specific product page) can see completely different versions of the store – each designed to increase the likelihood of a purchase.
The third area is recommendations based on intent, rather than broad demographic segmentation, as is currently the case. Modern algorithms analyse micro-behaviours, page scrolling patterns, previous purchase history and products viewed literally seconds earlier. This allows them to recognise actual intent – like "looking for a gift for a child" – rather than assuming it based on general user characteristics. This allows for more precise product suggestions and increases the likelihood of conversion.
Thus, it's safe to say that artificial intelligence is becoming a key element of the Black Friday shopping process. Consumers are increasingly using AI tools to help compare prices, analyse reviews and find the best deals faster. It's estimated that by 2025, over half of shoppers will use AI-based solutions, such as chatbots, recommenders and price comparison tools, to support their purchasing decisions. This, in turn, places high demands on retailers – their systems must function flawlessly, and personalisation, campaign automation and customer service mechanisms must be able to handle record-breaking demand.
At the same time, mobile shopping is becoming increasingly dominant. Over 50% of Black Friday transactions now take place on smartphones, meaning that a lack of proper mobile optimisation can cost a company sales opportunities. At the same time, customers expect flexible pickup models, which is why hybrid solutions like BOPIS (buy online, pick up in store) are gaining popularity. Omnichannel strategies are becoming a necessity, with brands combining online stores, physical stores and social media to increase conversions and maintain a consistent experience.
Social media is playing an increasingly important role in driving sales. TikTok, Instagram and YouTube Live are often the first place where customers discover a product, while purchases through live shopping and influencers already account for approximately 20% of impulse purchases.
Author: Dr Mariusz Woźniakowski
Edit: Faculty of Management, University of Lodz
