"This year's Black Friday period will give brands and retailers their first real indication of how consumers are adapting to commerce-focused AI search - and whether it could be a boon for Christmas holiday sales. The holiday shopping season is here. Will consumers ask AI to be their Santa? It's more possible than ever after a series of rollouts this year have brought shopping features directly into AI platforms."
"The latest, announced yesterday, is OpenAI's launch of a new "shopping research" feature within the ChatGPT app that asks questions about budget, style, and use cases to deliver users a "personalised buying guide", just in time for the Black Friday weekend. It builds on OpenAI's previous shopping features, announced in May, and comes a week after the company's biggest search competitor, Google, rolled out a suite of new shopping-focused updates within its AI Mode, boosted by its new upgraded conversational AI model, Gemini 3."
Black Friday will reveal how quickly consumers adopt commerce-focused AI search and whether AI-driven recommendations boost holiday sales. OpenAI launched a "shopping research" feature in ChatGPT that asks about budget, style and use to produce a personalised buying guide, building on prior shopping features. Google introduced shopping updates in AI Mode powered by Gemini 3, aiming for a nuanced understanding of purchase intent. Platforms say models now deliver personalised recommendations, sizing advice and review-parsing. Brands' marketing teams have been racing to optimize for these AI models ahead of the holiday period.
Read at Vogue
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