Global AI-first cloud communications platform Infobip predicts that around 193 million messages will be sent from businesses to consumers across Black Friday and Cyber Monday 2026 in the UK. That’s as AI and conversational channels transform how consumers discover products, receive offers and access support.
New global research also reveals that 63.2% of consumers have used an AI assistant or chatbot while shopping during the past 12 months.
Black Friday is no longer a single shopping event. Infobip’s research shows that globally, the shopping season now begins weeks earlier and continues through the entire customer journey. Nearly six in ten respondents will have started holiday shopping by early November, while only 19% wait until Black Friday week itself. This extended shopping window is creating new pressure for retailers to engage customers earlier, with better timing, more relevant offers and frictionless support across the channels consumers already use.
AI is becoming a central part of that journey. According to the research, 63.2% of global consumers have used an AI assistant or chatbot for shopping in the last 12 months, with 21.9% using one frequently. Among consumers willing to use AI for shopping, 73.4% would use it to compare products and 67.8% would use it to find deals matching their preferences.
The data also suggests that while email remains a dominant channel for deals and updates in the UK, conversational and mobile channels are becoming increasingly important for time-sensitive, personalised retail engagement. Rich Communication Services (RCS) are predicted to see the biggest increase in volume in the UK, by over 280% this Black Friday.
James Stokes, Head of UK and Nordics at Infobip, said: “Black Friday is no longer a single day or even a single week. It has become an extended conversation between consumers and brands, beginning with discovery and continuing through purchase, delivery and support. AI gives retailers the opportunity to make those conversations faster, more relevant and more personal. The winners will be the brands that understand when, where and how each customer wants to engage.”
