Optimising AI-powered discovery

The holiday shopping season has always been a defining moment for brands, but this year, it looks very different. With Black Friday, Cyber Monday and Christmas fast approaching, the way consumers shop has fundamentally changed. 

 

AI is now at the centre of product discovery, and brands that fail to adapt risk losing visibility during the most competitive and profitable time of the year.

 

According to recent research, one-third of shoppers plan to use AI to help with their holiday purchases this year. Instead of scrolling through endless pages of search results, consumers are turning to AI-powered tools like Google’s AI Mode, ChatGPT and Gemini for quick, confident answers to their questions. These responses are often so comprehensive that they eliminate the need for browsing several websites.

 

For brands, this means that traditional search engine optimisation (SEO) strategies are no longer enough. Visibility now depends on how well your brand appears in AI-generated answers during peak shopping moments.

 

 

Why traditional SEO alone won’t cut it

Several brands are already noticing a drop in organic traffic. This isn’t because consumer interest is falling, but because AI tools are answering questions directly. Discovery still happens, although it’s becoming more fragmented. A shopper might see your brand mentioned in an AI summary, then head straight to TikTok, Amazon or another retail platform to make a purchase, skipping your brand’s website completely.

 

For direct-to-consumer (DTC) brands, this disrupts the traditional marketing funnel. Your content may still influence decisions, but conversions increasingly happen on third-party platforms, making measurement more complex.

 

Yet, this shift brings an opportunity. Large language models (LLMs) offer huge ROI potential because there is no direct cost to being featured in an AI-generated answer. If your brand becomes the trusted response, you can gain high-intent visibility without paying for traffic acquisition. This is a significant advantage during the most competitive shopping season of the year.

 

 

How to win AI-powered discovery

Winning the AI-powered holiday shopping rush starts with rethinking how your brand shows up in the moments that matter. This means optimising for large language models (LLMs) and building authority in your niche, so your brand becomes the trusted answer when shoppers turn to AI for recommendations. 

 

Create content that AI models prefer

AI models favour clarity over creativity. Structured, factual content like gift guides, product comparisons, sizing charts and FAQs are more likely to surface in AI answers. Think about what holiday shoppers are asking, such as “Best gifts under £50” or “Top toys for kids this Christmas”. 

 

Build topical authority

Brands that consistently publish new, expert content in a specific niche are more likely to be referenced by AI models. Going deep into your category signals authority and positions your brand as the go-to source for answers.

 

For example, a skincare brand that regularly shares dermatologist-backed articles on anti-ageing routines, ingredient science and skin barrier health can become the trusted source for queries like, “What are the benefits of hyaluronic acid for dry skin?”. This works because depth of expertise and seasonal relevance build credibility with both search engines and AI systems.

 

Measure your AI visibility

As AI-driven discovery becomes mainstream, measuring your presence in these environments is critical.

 

Frameworks like the GEO (Generative Engine Optimisation) Scorecard help brands track how often they appear in AI-generated content, how prominently they are featured in answers and the sentiment surrounding them. These metrics are quickly becoming KPIs for holiday success, helping brands understand and optimise their visibility in the AI era.

 

 

Influencers and communities matter more than ever 

Influencers and community-driven platforms like TikTok, Reddit and YouTube are increasingly shaping AI responses. AI tools are now relying on content from these sources, valuing the authenticity and validation that comes from user engagement.

 

Building a strong presence in these spaces is now essential, especially during the holidays when gift recommendations and reviews dominate social media feeds.

 

The way customers and creators talk about your brand also matters. Their language, reviews and recommendations help shape how AI tools understand and describe your products. Influencer partnerships should now be seen as long-term investments in content seeding, not just short-term campaigns.

 

 

The new definition of holiday visibility

This evolution doesn’t mark the end of SEO, but it does redefine its purpose. The goal is no longer about just ranking on a search results page; it’s becoming the trusted AI-generated answer to a consumer’s question at the exact moment they’re ready to buy.

 

Brands that prioritise structured, credible content, build authority in their niche and maintain a strong presence on trusted platforms will be best positioned to thrive. As AI becomes the dominant discovery channel, those who adapt now will capture attention and trust, not just this holiday season, but well into the future.

 

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Fiona Reid is Director of International Business at Pattern

 

Main image courtesy of iStockPhoto.com and ArtemisDiana