Ask one person and they’re all about AI. Ask another and they have no idea what it is. Whichever group dominates, Google claims that AI tools will be used by Canadians this holiday season to help them make purchasing decision.
According to Google’s latest holiday retail research, almost half (43%) of Canadian holiday shoppers plan to use AI tools to research holiday purchases. These AI Shoppers, as Google calls them, will be made up of digitally native Gen Z and Millennial customers. The research indicates that they plan to use AI as a shopping companion through the entire process, from the first spark of inspiration to long after the item has been purchased. They will also presumably use it to find new products (31%), narrow down options (31%), compare features, prices, and deals (41%), and help with post-purchase needs, like setup and installation (19%).
Canadians also say they are planning to use AI is to help manage budgets (25%) and reduce stress (63%) while holiday shopping. Some categories they are consulting AI for help with includes consumer electronics and smartphones (55%), home appliances (50%), furniture and home décor (44%), clothing and footwear (43%), beauty and personal care (41%), and food and groceries (39%).
According to Google, there are more than 25 billion Google Lens queries every month, and one in four of these has commercial intent. With features like Circle to Search on phones and Google Try On, these searches are even more tied to commerce.
From a retailer’s perspective, Google recommends retailers do a few things to prepare for this new type of shopper. Among them is engaging with customers early and remaining present since holiday shopping starts earlier than ever. Shops (and brands) should be visible when shoppers are starting their search, and especially during the crucial peak moment. You should also maintain momentum all the way through Boxing Day.
For those who have a hybrid strategy, make sure that the journey from online to in store is seamless. This includes having real-time availability, delivery timelines, and return options for both online and in store.
With AI searches on the rise, retailers should also improve your product content for AI discovery. Make the digital storefront stand out with rich product details and compelling visual content that AI can easily understand and recommend. Work with content creators as well to build product confidence and inspire purchases.
Here’s to a successful holiday shopping season!