"More and more shoppers plan to use AI for holiday shopping this year. AI tools are now personal shopping assistants, shaping what we buy. Winning hearts is no longer enough; you must also win the minds of the machines guiding them. Drawing on Kantar's latest research and real-world examples, in this article, I'll present six strategies to help your brand become the preferred choice for both consumers and machines."
"When culture and technology collide, brand strategy becomes a survival skill where creativity meets business impact. 1. Stand Out By Being Meaningfully Different In a world of infinite choice, blending in means becoming invisible. Cultivate meaningful difference: Ensure your brand meets real needs and offers something others don't. Kantar's meta-analysis shows that brands seen as "meaningfully different" command five times greater market penetration."
"2. Be More Present And Worth Every Penny Even the most sought-after brand won't be chosen if it's not present or priced right at purchase. Presence now means being referenced as a trusted source in answer engines and on autonomous shopping lists. Every touchpoint matters: Product range, distribution, packaging and promotions all shape your brand's presence. Crucially, pricing must also feel right for your brand's worth."
More shoppers plan to use AI for holiday shopping, with AI tools acting as personal shopping assistants that influence purchase decisions. Brands must optimize for both consumer appeal and machine selection to succeed. Six strategic priorities include meaningful differentiation, strong presence, appropriate pricing, and aligning product, packaging, distribution and promotions. Brands seen as meaningfully different achieve roughly five times greater market penetration, exemplified by Instagram's evolution into one-click shopping and the creator economy. Presence requires appearing in answer engines and autonomous shopping lists. Pricing must reflect perceived worth to avoid leaving money on the table or losing share.
Read at Forbes
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