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Globant's Retail Report: Shaping Holiday Shopping in the AI Era

As 2025's holiday season approaches, shoppers are more intentional than ever in their purchasing behavior, emphasizing value and ethics over mere discounts. In its recent report, "The Impact of AI on Holiday Retail in 2025," Globant, a leading digital company, reveals how artificial intelligence (AI) is transforming retail strategies and consumer expectations.

The Shift to Intentional Shopping

According to the report, today's consumers are prioritizing long-term relationships with brands that resonate with their values. This shift from traditional discount-driven mindsets to a focus on quality and ethical considerations is challenging retailers to adapt their engagement strategies. AI is at the forefront of this transformation, offering tools that help brands create personalized experiences and foster customer loyalty.

With 72% of businesses integrating AI into their operations, a significant increase from the previous year, it's clear that technology is more than just a passing trend. Last holiday season, AI had a notable impact, contributing to over $229 billion in online sales, a sharp increase from the $199 billion mentioned two years prior.

Five Key Strategies for Retail Success

To navigate this evolving landscape successfully, Globant outlines five essential strategies:

1. Utilize AI for Personalization: Retailers should focus on using AI not just for promotions but to enhance customer loyalty. By analyzing purchase histories and preferences, brands can offer tailored recommendations that resonate with individual customers, creating meaningful connections.

2. Start Holiday Campaigns Early: With the competitive nature of the holidays, waiting until November to launch campaigns is no longer feasible. Engaging consumers in September and October can help build loyalty early, allowing brands to capture intentional shoppers before the holiday rush.

3. Promote Authentic Value over Discounts: Instead of relying heavily on markdowns, retailers should emphasize transparent sourcing and storytelling to convey the value of their products. Operating with integrity and offering unique member benefits can reassure consumers that full prices are justified when the focus is on quality and ethics.

4. Ensure Seamless Omnichannel Experiences: Shoppers desire a seamless transition from discovery to purchase. Brands need to ensure that products found online are readily available for immediate delivery or pickup, minimizing any obstacles that could hinder the customer journey.

5. Transform Stores into Experience Centers: Physical stores should evolve beyond traditional roles. By serving as hubs for logistics and community engagement, they can transform the shopping experience into something immersive, enabling staff to act as brand ambassadors rather than mere cashiers.

The Role of AI in Building Loyalty

Globant's CEO, Santiago Noziglia, emphasizes that understanding the intentional mindset of consumers is crucial this season. Retailers ready to embrace AI technology and provide cohesive, personalized experiences across platforms will foster loyalty that extends beyond the holiday season. AI's role will be critical, powering personalized marketing, demand forecasting, and immersive customer interactions.

By merging empathy with technology, brands can turn the seasonal surge into growth opportunities and enhance trust with consumers. As AI continues to shape retail, intentionality and meaningful relationships will become the new currency of customer loyalty.

Conclusion

As the retail landscape evolves with the integration of AI, brands must adapt to the changing expectations of their customers. By embracing the insights provided in Globant's report, retailers can not only prepare for a successful holiday season but also lay the groundwork for future growth in a world where the consumer experience reigns supreme. To dive deeper into these insights, download the full report from Globant's website.