Win holiday shoppers as AI expands discovery

For decades, a marketer’s job was to help shoppers narrow down choices, quickly. In the AI era, that model is flipped. Discovery is now expansive. AI tools don’t just answer questions. They introduce new ideas, adjacent categories, unforeseen brands. When combined with visual search and creator videos, the options keep multiplying. Eighty-five percent of U.S. holiday shoppers using Google and YouTube say these tools help them find inspiration for, discover, or expand ideas.