Sinch AB has released new global research ahead of the 2025 Black Friday and Cyber Monday season.
The research reveals a clear paradox that brands cannot afford to ignore. While 48% of consumers say AI will make Black Friday and Cyber Monday (BF/CM) shopping easier, over 90% have reservations about using AI during peak shopping, citing concerns such as data use or privacy.
Consumers are increasingly embracing AI to improve and simplify their shopping journey, but with conditions. As adoption grows, so do expectations. Shoppers want the benefits of AI, but they also expect more visibility into how it’s used, greater control over their data, and communications that feel personal and relevant.
“Consumers want help, not hype,” said Sophie Cheng, Senior Vice President of Product Marketing at Sinch. “They still want the benefits of AI, but they expect brands to prove it’s working in their interest. If your AI feels invasive or unverified, you won’t convert. Trust is the conversion engine this BF/CM. The brands that win will prove their communications are secure, relevant, and authentic.”
Sinch surveyed consumers across seven global markets to understand their views on AI and holiday shopping. The data shows shifting expectations:
- 48% say AI will simplify their Black Friday/Cyber Monday shopping
- 53% want AI-powered order tracking, while 38% are open to chatbot-based customer support
- Personalisation and brand trust are under pressure with a 43% YoY increase in consumers mentioning personalised messages feel invasive
Findings from Sinch’s State of Customer Communications 2025 report reinforce that trust is the new differentiator:
- Only 32% feel comfortable sharing personal preferences with an AI assistant
- 53% of consumers report receiving legitimate brand messages they initially thought were spam
- 79% say they trust messages more when verified with brand logos or sender IDs
- 72% find AI-powered recommendations helpful, but only when delivered in the right context and channel
Together, these insights point to a rising demand for verified, value-driven communication. Consumers are not rejecting personalization or AI, they’re rejecting communication that feels disconnected, generic, or unclear. They are looking for meaningful interactions and valuable insights, not just a lot of repeated or overwhelming information.
To earn attention and loyalty during the 2025 peak shopping season, brands must deliver secure, transparent experiences that put trust first. On Black Friday 2024, Sinch delivered over 800 million SMS messages, a 23% increase from 2023, with 99.99% uptime and enterprise-grade encryption.
