Infobip, a global cloud communications platform, predicts that businesses will generate around 193 million interactions with UK consumers across Black Friday and Cyber Monday 2026.

Black Friday falls on 27 November, followed by Cyber Monday on 30 November, as AI and conversational channels increasingly influence the shopping journey.

New research from Infobip found that 63.2% of consumers globally have used an AI assistant or chatbot while shopping during the past 12 months, with 21.9% using one frequently.

Extended shopping period

The research suggests Black Friday is becoming an extended shopping period rather than a single event, with nearly six in 10 respondents saying they will have started their holiday shopping by early November. Only 19% said they would wait until Black Friday week.

The longer shopping period is creating pressure for retailers to engage consumers earlier, with relevant offers and support across the channels they use throughout the customer journey.

AI is also becoming more prominent in product discovery and deal hunting. Among consumers willing to use AI for shopping, 73.4% said they would use it to compare products, while 67.8% would use it to find deals matching their preferences.

Email remains an important channel for deals and updates in the UK, but conversational and mobile channels are becoming increasingly important for personalised and time-sensitive retail engagement.

Rich Communication Services (RCS) is predicted to record the biggest increase in volume in the UK during Black Friday, with Infobip forecasting growth of more than 280%.

James Stokes, head of UK and Nordics at Infobip, said Black Friday had become an extended conversation between consumers and brands, covering discovery, purchase, delivery and support.

“AI gives retailers the opportunity to make those conversations faster, more relevant and more personal,” he said.

Stokes added that brands would need to understand when, where and how each customer wanted to engage.