Retailers Must Adapt to AI-Powered Holiday Shopping Season
The holiday shopping season is transforming as consumers increasingly rely on AI to discover and verify their purchases. According to Google's VP of retail, Courtney Rose, this year marks a distinct turning point in AI-powered holiday shopping.
Research from BCG found that shopping is now the third-most popular reason people use AI, with shoppers interacting with nearly 3X as many touchpoints as nonusers.
To connect with these consumers, retailers must adapt their strategies to meet them where decisions are formed. Rose recommends three high-impact priorities: enriching product feeds with conversational attributes and detailed descriptors, activating AI-powered campaign formats, and practicing demand-led growth.
By implementing these strategies, brands can turn the first AI-powered holiday shopping season into their most successful quarter yet.