{"id":41172,"date":"2026-10-28T00:00:00","date_gmt":"2026-10-28T00:00:00","guid":{"rendered":"https:\/\/angelboss.com.br\/2026\/10\/28\/327410-kipiai-planeja-prepara-varejo-para-black-friday-2026\/"},"modified":"2026-10-28T00:00:00","modified_gmt":"2026-10-28T00:00:00","slug":"327410-kipiai-planeja-prepara-varejo-para-black-friday-2026","status":"publish","type":"post","link":"http:\/\/angelboss.com.br\/en\/2026\/10\/28\/327410-kipiai-planeja-prepara-varejo-para-black-friday-2026\/","title":{"rendered":"Kipiai Planeja prepara varejo para Black Friday 2026"},"content":{"rendered":"<p>A inten\u00e7\u00e3o de usar intelig\u00eancia artificial para pesquisar pre\u00e7os e ofertas na Black Friday triplicou em dois anos. O \u00edndice passou de 5% dos consumidores em 2024 para cerca de 15% em 2026, segundo <a rel=\"follow\" href=\"https:\/\/propmark.com.br\/digital\/41-dos-brasileiros-esperam-gastar-mais-na-black-friday-de-2026-aponta-google\/\">levantamento do Google com a Offerwise<\/a>. A mudan\u00e7a foi o tema central da 4\u00aa edi\u00e7\u00e3o do Kipiai Planeja, encontro de prepara\u00e7\u00e3o para a data promovido pela Kipiai, realizado no dia 2 de outubro.<\/p>\n<p>O encontro reuniu clientes e parceiros da Kipiai, empresa de m\u00eddia, SEO, tecnologia e dados, para discutir o chamado &quot;AI Gap&quot;. O conceito descreve a dist\u00e2ncia entre consumidores que j\u00e1 usam IA para buscar e decidir compras e varejistas que ainda n\u00e3o adaptaram suas opera\u00e7\u00f5es a essa jornada. Segundo estudo do Google com a Ipsos, reunido no <a rel=\"follow\" href=\"https:\/\/business.google.com\/br\/think\/ai-excellence\/black-friday-2026\/\">panorama da empresa sobre a Black Friday 2026<\/a>, 57% dos brasileiros j\u00e1 usaram IA em alguma etapa da jornada de compra, 13% recorrem a ela em todas as etapas e 77% dizem decidir compras mais rapidamente com esse apoio.<\/p>\n<p><strong>Como a IA muda a Black Friday 2026<\/strong><\/p>\n<p>A busca tamb\u00e9m mudou de formato. Em vez de procurar uma marca ou um tipo de produto, o consumidor passa a descrever o pr\u00f3prio contexto e a necessidade em perguntas longas. De acordo com a Alphabet, controladora do Google, em <a rel=\"follow\" href=\"https:\/\/blog.google\/inside-google\/message-ceo\/alphabet-earnings-q4-2025\/\">balan\u00e7o do quarto trimestre de 2025<\/a>, as consultas feitas no Modo IA s\u00e3o cerca de tr\u00eas vezes mais longas do que as buscas tradicionais.<\/p>\n<p>O cen\u00e1rio econ\u00f4mico refor\u00e7a o peso do planejamento. Segundo o levantamento com a Offerwise, feito com 2 mil pessoas em julho de 2026, 41% dos brasileiros pretendem gastar mais do que em 2025, mas 51% t\u00eam mais da metade da renda mensal comprometida com contas fixas ou d\u00edvidas. Ao mesmo tempo, 48% j\u00e1 t\u00eam a lista de compras pronta e 60% veem a Black Friday como a principal oportunidade do ano para adquirir itens de maior valor.<\/p>\n<p>Para o varejo, o desafio aparece na pr\u00f3pria opera\u00e7\u00e3o. O mesmo panorama do Google traz uma an\u00e1lise do Google Cloud com os 35 maiores e-commerces do pa\u00eds: 18 deles apresentaram falhas t\u00e9cnicas ou de processo na jornada de compra durante a Black Friday de 2025.<\/p>\n<p><strong>Tr\u00eas frentes para reduzir o AI GAP<\/strong><\/p>\n<p>Na segunda parte do encontro, a Kipiai apresentou tr\u00eas frentes para que as marcas se aproximem desse consumidor antes da data. A primeira \u00e9 estar presente onde a busca acontece, com campanhas capazes de interpretar contexto, e n\u00e3o apenas palavras-chave. A segunda envolve os dados entregues \u00e0s plataformas: informa\u00e7\u00f5es de produto completas e fi\u00e9is \u00e0 realidade, como t\u00edtulo, descri\u00e7\u00e3o, imagens, prazo de entrega, frete e pol\u00edtica de devolu\u00e7\u00e3o, que passam a orientar a forma como os sistemas de IA exibem as ofertas. A terceira trata dos dados para as pessoas, ou seja, da maturidade anal\u00edtica necess\u00e1ria para as decis\u00f5es que a automa\u00e7\u00e3o n\u00e3o assume.<\/p>\n<p>A programa\u00e7\u00e3o incluiu ainda um painel sobre estrat\u00e9gias de neg\u00f3cio com Marcelo Matenco, head de CRM, CX e Customer Care do Grupo Ri Happy; Thib\u00e9rio Menezes, gerente de growth do Grupo Petz Cobasi; e Mariana Mantovani, CEO e fundadora da Boost e head digital da Loungerie.<\/p>\n<p>&quot;O AI Gap exige que as marcas parem de focar apenas no desconto de \u00faltima hora e comecem a preparar seus dados muito antes do evento. Como o consumidor agora usa assistentes de IA para auditar pre\u00e7os, comparar fichas t\u00e9cnicas e planejar compras semanas antes, os e-commerces precisam estruturar cat\u00e1logos e garantir informa\u00e7\u00f5es leg\u00edveis para os algoritmos recomendarem seus produtos. N\u00e3o basta construir presen\u00e7a na mente do cliente; \u00e9 preciso conquistar relev\u00e2ncia nos sistemas que decidem a jornada de compra&quot;, defende Fernanda Cunha Lima, diretora da Kipiai.<\/p>\n<p>Com a Black Friday marcada para 27 de novembro, o intervalo para ajustes \u00e9 curto. Entre as a\u00e7\u00f5es indicadas no encontro para as pr\u00f3ximas semanas est\u00e3o a valida\u00e7\u00e3o do plano de mensura\u00e7\u00e3o, a revis\u00e3o do feed de produtos e o acompanhamento, durante novembro, do desempenho hora a hora e dos pre\u00e7os da concorr\u00eancia.<\/p>\n<p><strong>Sobre a Kipiai<\/strong><\/p>\n<p>Fundada em 2014, em S\u00e3o Paulo, a Kipiai atua como parceira estrat\u00e9gica de marcas em m\u00eddia, SEO, tecnologia e dados. A empresa \u00e9 Google Partner Premier, al\u00e9m de Meta Partner e TikTok Partner. Mais informa\u00e7\u00f5es em <a rel=\"follow\" href=\"https:\/\/www.kipiai.com\/\">kipiai.com<\/a>.<\/p>\n<p><img src='https:\/\/api.dino.com.br\/v2\/news\/tr\/327410?partnerId=4593' alt=\"\" style=\"border:0px;width:1px;height:1px;\" \/><\/p>","protected":false},"excerpt":{"rendered":"<p>Na quarta edi\u00e7\u00e3o do encontro, realizada em S\u00e3o Paulo, varejistas discutiram como a intelig\u00eancia artificial j\u00e1 muda a forma de pesquisar pre\u00e7os e decidir compras antes da data<\/p>","protected":false},"author":3,"featured_media":41173,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","page_builder":"","footnotes":""},"categories":[315],"tags":[336,361,341,343,323],"class_list":["post-41172","post","type-post","status-publish","format-standard","has-post-thumbnail","category-noticias-corporativas-dino","tag-atacado-e-varejo","tag-e-commerce","tag-economia","tag-marketing","tag-tecnologia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - 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