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Globant's Insights on AI-Driven Holiday Retail in 2025

Globant has unveiled its latest findings in a report titled "The Impact of AI on Holiday Retail in 2025," which delves into the evolving shopping habits of consumers as they approach the holiday season. This timely snapshot not only highlights the transformative power of artificial intelligence (AI) but also outlines how brands can adapt their strategies to navigate the increasingly competitive market.

As shoppers gear up for the festivities, their mindset has embarked on a significant shift. Today's consumers are not merely chasing the best discounts but are instead focused on seeking genuine value and forging deeper connections with the brands they choose. This movement toward an intentional and ethical shopping approach represents a critical adaptation to shifts in consumer values and priorities. Brands are now faced with the challenge of realigning their customer engagement strategies, particularly in how they utilize AI technologies to enhance the shopping journey from initial discovery to final purchase.

In recent years, the integration of AI into business operations has surged, with 72% of companies now employing AI for various functions—a notable increase from 55% the previous year. For the retail sector, the results are already palpable. In the 2024 holiday season, AI played a direct role in generating $229 billion in online sales, reflecting a marked increase from $199 billion recorded over the prior two years.

Recognizing the emerging consumer inclination towards intentional purchasing, Globant's report identifies five pivotal strategies retailers should adopt to excel during this pivotal period:

1. Leverage AI for Personalization, Not Just Promotions
Retailers must shift their AI strategies beyond mere discount-driven sales tactics to fostering customer loyalty. By analyzing consumer data such as browsing preferences and purchase history, brands can tailor unique recommendations that resonate with individuals, yielding a more personalized shopping experience.

2. Initiate Holiday Campaigns in Q3
Retailers are encouraged to begin their holiday marketing initiatives as early as September and October. This proactive approach allows brands to build ongoing consideration and engage consumers with relevant, value-oriented content, setting the stage before the seasonal rush.

3. Emphasize Full-Price Value Propositions
Steep discounts can diminish brand equity. Retailers should prioritize transparency in sourcing, compelling storytelling, and exclusive product offerings that justify full pricing. Modern consumers are inclined to invest more in brands that embody authenticity, ethics, and rich experiences.

4. Achieve Seamless Omnichannel Execution
Today's shoppers expect a consistently excellent experience across all platforms. Whether a product is discovered on a mobile app or a physical storefront, ensuring immediate product availability through options such as same-day delivery or in-store pickup is paramount. Any disruptions can undermine not just a sale but consumer loyalty.

5. Transform Physical Stores into Service Hubs
Retail outlets must evolve beyond serving merely as showrooms. By acting as logistics centers and community engagement spaces, they can facilitate immersive brand experiences. Effective staff training is crucial, enabling employees to act as brand ambassadors rather than mere transaction facilitators.

According to Santiago Noziglia, CEO of Globant's Retail, CPG, and Automotive AI Studio, this holiday season marks a turning point: shoppers are increasingly considering brands that align with their values. Those retailers that acknowledge and adapt to this intentional consumer mindset will not only gain sales over the holidays but will establish enduring relationships with their customers that extend into the coming year and beyond.

The report concludes that the strategic application of AI will be a defining aspect of successful retail narratives this holiday season. From predictive marketing to dynamic demand forecasting and immersive in-store interactions, retailers that harness AI effectively will not only streamline operations but will also cultivate profound emotional connections with their consumers.

By fusing technology with purpose and empathy, brands can transform the rush of holiday shopping into a sustainable growth opportunity—proving once and for all that in this AI-driven era, intentionality has become the new standard for brand loyalty.