7 Essential Steps to Get Your Products Recommended by AI this Holiday Season

Pumpkin Spice Latte season (i.e., the unofficial start of the holidays) is upon us—and with it, a new generation of gift givers on the hunt for the perfect holiday find: shoppers guided by artificial intelligence (AI). Forget everything you know about one-size-fits-all search and repetitive product placements. In 2025, AI-powered tools like ChatGPT, Gemini, and Perplexity are the new digital matchmakers transforming how people find their new favorite product, and brands can no longer afford to sit back and hope to be “discovered.” Consumers aren’t starting their search with a generic Google query or scrolling through endless ads. They’re asking AI what gifts to buy, where to buy them, and which brands are trending for the right reasons.

If you want your brand to be recommended, visible, and shoppable, you need more than good SEO, you need generative engine optimization (GEO) and a new set of discovery tactics. AI is not the future of product discovery—it’s the present. And it’s changing the way shoppers search, compare, and buy. Let’s talk about how your consumer packaged goods (CPG) or retail brand can confidently earn a spot in these recommendations, drive real results, and keep your sanity (and sense of humor) intact. 

Who’s Shopping with AI—And Why It Matters 

Research shows AI-powered recommendation engines are at the heart of shopping journeys for Gen Z and Millennials, and it’s rapidly gaining ground with Gen X and even Boomers. According to Salesforce, in 2025: 

• 39% of shoppers use AI during their purchase journey—double-digit growth each year.
• 11% of Gen Z shoppers start their searches with AI assistants, with Millennials close behind. 
• Over half (58%) of Americans plan to use AI for “gift inspiration”—especially apparel, beauty, gourmet, and “hard to buy for” categories during the holidays. • These tools aren’t “digital only.”
• Around 30% of global shoppers now use AI chats while in-store to get reviews and compare gifts.

If you want your product to make it into someone’s virtual shopping cart or their real gift bag, you must make it effortless for AI to find and recommend you. 

How AI Recommends Products Now—And What’s Driving the Change 

Let’s be clear: Discovery isn’t just code for “how do I stand out in search results.” AI recommendations rely on a mosaic of data points far beyond your owned channels: 

• Third-party validation: awards, earned media, “best-of” lists, and high-authority reviews make you more likely to be recommended by AI. 
• Cross-channel presence: Your product listings, images, pricing, and reviews must match everywhere—DTC, Amazon, retailers, social, and Google Shopping feeds. 
• Sentiment and buzz: AI models score products by how often and how positively they’re talked about across the open web, not just your website. 
• Inventory and logistics: Recommendations favor products that are in-stock, deliverable and come with clear, up-to-date information. 
• Platform integrations: Programs like Perplexity’s merchant feeds or Shopify’s MCP help you feed data directly to key AI products.

Step-By-Step: Make Your Brand Discoverable by AI and ChatGPT

Platforms like OpenAI’s ChatGPT increasingly rely on structured, high-quality, and accessible product information when delivering recommendations. Here’s the “must-do” checklist to boost your brand’s visibility for this season—and beyond: 

1. Max Out Your Channel Hygiene 
   
   • Keep all product details, inventory, and imagery perfectly synced across your DTC site, Amazon, social shops, and retail partners. 
   • Use schema.org markup for every product page—AI tools scan structured data first. Find details on creating a “product” schema markup here.
2. Pursue Third-Party Validation
   
   • Secure media coverage (gift guides, “best-of” lists, industry awards). 
   • Encourage user-generated content and independent reviews (not just on your site, but across major review platforms and blogs).
3. Show Off Awards, Badges, and Social Proof 
   
   • Display all “bestseller,” “award-winner,” and certification badges prominently—and make them easy for AI and human shoppers to find.
4. Prioritize Consistent Messaging and Listings 
   
   • Audit your product content everywhere. The same name, description, features, and pricing should appear site-wide, in feeds, and on every marketplace.
5. Manage Your Inventory Like an AI Insider 
   
   • Products must be in-stock and fulfillable in real time. AI is lightning fast to drop out-of-stock items from recommendations. 
   • Feature real-time fulfillment and holiday shipping details. AI often filters recommendations based on availability and delivery guarantees. 
   • Use AI-powered inventory management for dynamic stock forecasting—especially for hot holiday SKUs.
6. Invest in “External Signal Generation” 
   
   • Partner with influencers, industry experts, and aligned retailers to build brand mentions across the web. 
   • Sponsor content, participate in roundups, and claim your spot on authoritative lists. 
7. Participate in AI Commerce Programs 
   
   • Join merchant feed programs for OpenAI, Perplexity, and major retail media networks. 
   • Make sure your feeds are always accurate and updated ahead of peak demand periods like the holidays.
8. *Bonus Tip* Build for AI Answer Boxes and Zero-Click Scenarios 
   
   • Write Q&A content that answers specific shopper dilemmas (“best fit for runners with wide feet,” “gifts for eco-conscious coworkers”). 
   • Keep your answers concise, clear, and authoritative, formatting with headings and schema where possible.

What Brands Should Stop Doing (Right Now) 

• Don’t block AI access with privacy walls or by disallowing all crawlers. 
• Don’t rely on generic content or copy-paste product descriptions from suppliers—AI surfaces what ’s original and expert, not the mass-produced. 
• and answers without ever visiting your site—ensure the info they see is accurate and compelling. 
• Don’t “over-personalize” and veer into creepy territory—transparency and permission-based recommendations win trust. 
• Don’t run low on key SKUs. Out-of-stock means out of recommendations, plain and simple.

The Holiday Advantage: Practical Moves for Gift-Season Growth 

• Highlight Gift-Readiness: Use tags like “perfect for dads,” “best stocking stuffer,” or “office Secret Santa hit”—these phrases map to common chat-based holiday queries.
• Promote Premium Offers: Lean into value-driven bundles, special editions, and exclusive deals. Make them easy for AI to recognize with clear naming (“Holiday 2025 Gift Bundle”). 
• Plan for Last-Minute Shoppers: Feature real-time stock status and expedited shipping options; note these prominently, as many AI assistants now relay logistics info in recommendations. 
• Leverage Storytelling: Add brand story hooks—purpose, sustainability, founder highlights—where relevant. AI often pulls snippets that strengthen consumer connection and drive holiday conversions.

Scale with Confidence (and an AI-inclusive strategy) 

Shoppers are letting AI do the heavy lifting—surfacing personalized recommendations, “reading their minds,” and pointing them toward what’s new and now. For emerging and expanding consumer product brands, the question isn’t if you should get in the AI discovery game—it’s how fast you can adapt your brand playbook to win attention, loyalty, and sales velocity. 

As a Fractional CMO who’s spent decades helping product brands win at retail, here’s the bottom line: AI isn’t just another shiny object—it’s a powerful tool in the discovery phase of the customer journey. And when used strategically, it can level the playing field for brands like yours to sit right next to category giants. 

The goal? Make it easy for AI to fall in love with your brand, so it can recommend you like a trusted bestie.

Here’s what I recommend: 

• Audit your digital presence like a buyer would (or better yet, let me do it for you). 
• Craft product stories that answer customer questions before they even ask. 
• Structure your site and retailer listings so AI has zero excuses not to recommend you.

Traditional SEO? Essential. But for 2025’s growth-ready brands, GEO unlocks the next level—and positions your products exactly where modern shoppers are searching. You don’t need to become a tech company to get discovered in an AI world. But you do need to show up smart, strategic, and ready for the next evolution of consumer behavior.

Need a guiding hand? As a fractional CMO specializing in omnichannel brand-building for consumer product companies, I work with ambitious founders and CEOs to translate vision into discoverability (and real sales). The approach is practical, creative, and—yes—very personal.

Ready to have your products reach the top of this season’s “best gift” lists and be found by every smart assistant this holiday? Visit here to learn how I can help you turn brand potential into performance.

Because, in an AI-driven world, being seen is just the start—being chosen is everything. Let’s make sure your products are not just on the shelf, but on the right shelf… and in the AI search bar while we’re at it. Book your complimentary discovery call today!

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