As retailers across the Middle East prepare for White Friday and Cyber Monday 2025, new data from global cloud communications platform Infobip reveals a significant increase in consumer demand for real-time, personalized, and multi-channel engagement driven by AI.
Infobip’s data shows that conversational messaging platforms are set to experience record-breaking activity during the region’s peak shopping period, underscoring how digital buyers increasingly expect tailored, two-way interactions from brands.
Messaging Surges Across Channels
The report reveals that WhatsApp remains the top conversational commerce channel, with messages expected to increase by 35% year-over-year during White Friday and 39% on Cyber Monday.
Meanwhile, email marketing continues to play a dominant role, with sends projected to jump an extraordinary 192.7% year-over-year on White Friday — more than double the average daily activity in November. SMS messaging is also expected to surge, up 31% on White Friday and 52.6% on Cyber Monday, with traffic levels projected to increase by up to 180% above November averages.
Retailers Face Pressure to Modernize Engagement
Despite the proliferation of channels, Infobip’s CX Maturity Report across EMEA shows that 58% of retailers still struggle to connect meaningfully with customers. While the adoption of key communication channels, such as email (90%), social media (65%), and WhatsApp (50%), remains high, fragmented systems continue to impede personalization — only 27% of retailers report having fully integrated communication stacks.
Although 77% automate parts of their customer communications and 56% use AI or machine learning tools, few have achieved full AI integration. Only 17% of companies deploy chatbots to handle most customer support inquiries, and only 8% utilize generative AI systems capable of addressing the majority of customer requests.
As seasonal traffic spikes, technical bottlenecks, and infrastructure limitations risk slowing response times, which can affect customer satisfaction and conversion rates.
AI-Powered Orchestration as the Next Frontier. Commenting on the findings, Darijan Bošković, Vice President of Revenue at Infobip EMEA, said:
“Preparing for peak season goes beyond managing high message volumes. It’s about delivering seamless, personalized experiences that meet customers exactly where they are. By activating conversational commerce across WhatsApp, SMS, email, and live chat through AI-driven orchestration, retailers can reduce friction, boost satisfaction, and turn seasonal demand into long-term loyalty.”
Infobip’s analysis reinforces that the future of retail engagement lies in AI-enabled, omnichannel communication ecosystems — where automation, personalization, and trust work together to enhance every customer touchpoint.
To explore the full report, visit: Infobip Shopping Season Survey
