"There's power in a good recommendation, and now, in the age of AI and lightning speed consumer discovery, the stakes couldn't be higher for brands striving for a successful holiday shopping season and close to 2025 According to recent data from Accenture, 77 percent of consumers plan to use generative-AI tools to assist with holiday shopping, and 75 percent of heavy genAI users say they're using those tools to explore new gift ideas."
"Legacy outlets like Oprah's Favorite Things and Goop's Annual Gift Guide close their lists in the summer. Digital publications begin their early brand and product vetting processes up in September. But there's still space in November (and even early December for "Best Subscriptions to Gift" and "Shopping Guides for the Procrastinator"), especially in quick-ship and creator-driven (even Substack!) guides. Editors update stories weekly up until the last few days before the holidays."
Generative-AI tools are reshaping holiday shopping discovery, with a majority of consumers using AI to find and explore gift ideas. Gift guides and listicles now feed algorithmic recommendations, turning seasonal placements into ongoing inputs for PR, affiliate, and editorial systems. Earned-media placements and owned-media curation interact within a layered ecosystem where insights from one channel inform the next, enabling measurable growth. Timing and fit remain critical: legacy outlets set early deadlines while digital and creator-driven guides offer later opportunities. Editors update stories through the season, and brands can still secure placements with precise targeting and quick-ship offerings.
Read at Inc
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