# AI reshapes consumer markets

> AI platforms drive $20.57bn U.S. e-commerce sales by Black Friday 2026.
- Title: AI reshapes consumer markets · valorinternational | Shortify
- Summary: AI platforms drive $20.57bn U.S. e-commerce sales by Black Friday 2026. AI assistants now influence $20.57bn in U.S. e-commerce sales during Black Friday…
- Keywords: black friday, emarketer, ibope, adobe, dolado, brand visibility, ai assistants, generative ai, ai agents, price comparison, ai commerce, reshapes
- Source: valorinternational — https://valorinternational.globo.com/business/news/2026/10/30/how-ai-is-reshaping-consumer-markets.ghtml
- Published: 2026-10-30T21:00:00.494+00:00
- Read time: 1 min
- Topics: ai, black friday, emarketer, ibope, adobe, dolado, brand visibility, ai assistants, generative ai, ai agents, price comparison, ai commerce
## AI platforms boost e-commerce sales
AI platforms are expected to influence $20.57 billion in U.S. e-commerce sales during Black Friday 2026, nearly four times the 2025 figure of $5.4 billion.
## Brands compete for AI visibility
Ibope CEO Antonio Wanderley says brands need to understand how frequently they appear, their position, and which competitors they share with in AI responses.
## Ibope Be.Cited index launched
Ibope launched the Be.Cited index to measure brand visibility in AI responses by submitting real consumer questions to five AI platforms.
## Top marketplaces in AI responses
Mercado Livre appears in 90% of AI responses, followed by Amazon at 86%, Shopee at 69%, Kabum! at 51%, and Casas Bahia at 45%.
## AI shows brand differences
Americanas ranks third on Perplexity at 57% but barely appears on Gemini at 3%, while Magalu and Magazine Luiza are treated as separate brands.
## AI price comparisons
52% of respondents recommend price-comparison sites like Zoom and Buscapé, while 23% say no retailer is always the least expensive.
## Adobe's brand visibility tool
Adobe launched its Brand Visibility software in Brazil in mid-2026 to help companies understand how their brands are mentioned in AI responses.
## Jellyfish's AI visibility method
Jellyfish uses synthetic consumer profiles to measure brand visibility in AI responses, finding product variety and promotions drive positive mentions.
## Dolado's AI agent strategy
Dolado partnered with Bodhium Labs to help brands with AI agents that can search, compare, and make purchases on consumers' behalf.
## Key takeaway

AI assistants now influence $20.57bn in U.S. e-commerce sales during Black Friday 2026, with brands competing for visibility in AI responses.