AI And Personalisation Fueling Frenzy, Infobip Data Highlights Consumer Demand Ahead Of Shopping Season

As retailers in the Middle East gear up for the 2025 White Friday and Cyber Monday events, Infobip's latest data highlights a surge in conversational messaging channels, driven by consumers' desire for real-time, personalised interactions with brands. This trend underscores the growing importance of engaging customers through dynamic communication methods.

Infobip's platform forecasts show a significant rise in consumer preference for timely, personalised interactions across various channels. WhatsApp remains a dominant platform, with messages expected to increase by 35% on White Friday and 39% on Cyber Monday compared to last year. Email marketing is also experiencing substantial growth, with sends on White Friday jumping 192.7% year-over-year, surpassing average daily November activity by over 107%.

SMS traffic is projected to see notable increases as well. For White Friday, SMS volumes are expected to rise by 31% year-over-year, while Cyber Monday sends are anticipated to surge by 52.6%. The SMS traffic on White Friday is predicted to be 180% above average November daily levels, with Cyber Monday at 80% above.

Despite the strong adoption of communication channels like email (90%), social media (65%), live chat (58%), SMS (56%), and WhatsApp (50%), retailers face challenges in customer engagement. Infobip's CX Maturity report reveals that 58% of brands struggle to connect meaningfully with customers. Fragmented technology stacks complicate matters further, as only 27% of retailers have fully synchronized communication channels.

Data silos hinder personalisation efforts, making it difficult for retailers to tailor interactions effectively. While 77% automate communications and 56% use AI or machine learning tools, full AI-powered support is rare due to privacy concerns and trust issues. Only 17% use chatbots for most customer support inquiries, and just 8% employ generative AI chatbots for handling the majority of requests.

Nearly three-quarters of retailers report technical constraints that slow down marketing execution, highlighting significant gaps in infrastructure and skills. As messaging volumes soar during seasonal events like White Friday and Cyber Monday, the risks of poor coordination and system overload increase.

AI has transitioned from being a novelty to a necessity in retail operations. Globally, 66% of shoppers trust AI for simple tasks such as order tracking or product recommendations, while 16% trust its suggestions as much as human recommendations.

Darijan Bošković, VP of Revenue at Infobip EMEA, emphasises the importance of seamless experiences: "At Infobip, we understand that preparing for peak season means more than managing high message volumes — it's about delivering seamless, personalized experiences that meet customers exactly where they are."

Retailers can enhance satisfaction and convert seasonal demand into lasting loyalty by activating conversational commerce across platforms like WhatsApp, SMS, email, and live chat with AI-driven orchestration. This approach reduces friction and supports growth during peak shopping periods.