Shoppers turn to AI to compare Black Friday deals

Artificial intelligence is becoming a key tool for Catalonia's Black Friday shoppers, helping them compare offers across more sectors than ever.

Inma Rodríguez-Ardura, marketing professor at the Open University of Catalonia, says that using AI to detect fraud is a "growing trend" among people of all ages.

Rodríguez-Ardura notes that Black Friday now lasts longer and includes a wider range of categories than before, from travel to leisure activities.

This has led consumers to rely on AI not only to spot scams but also to find which brands offer the best price for the same product.

Rosa Sabaté, a consumer expert at Barcelona Provincial Council, advises setting a budget beforehand to navigate the flood of discounts and shop "sustainably," as well as keeping receipts for possible returns.

She also encourages supporting local stores and warns that buyers are especially vulnerable to fraud at this time of year.

TikTok

Many shoppers also use social media to track Black Friday deals. Elsa Cànovas says she searched "on TikTok and brand notifications" for offers, mainly looking for clothing discounts.

Sara Esteban, a self-described Black Friday regular, uses the sales to buy Christmas gifts for her family. "I checked the websites of what I wanted and knew how much I was going to spend," she told the Catalan News Agency (ACN).

Esteban also stocks up on makeup "for the whole year," taking advantage of discounts around 40%, she says. "It's worth it," she adds.

Àngela Ramírez shops for winter clothing "to refresh the wardrobe," carefully checking prices to confirm real discounts.

She sets herself a strict budget of €100, a habit she's developed over more than four years of Black Friday shopping.