As more people use AI search engines like OpenAI and Perplexity, marketers are developing holiday strategies to ensure their brands appear prominently in AI search results.

Big AI players are trying to cash in on commerce. OpenAI is working with Walmart , Etsy, and Shopify to power a feature that allows people to make purchases directly from ChatGPT. Walmart’s integration will include a Buy button and is linked to a shopper’s Walmart or Sam’s Club account when it goes live this fall.

Perplexity has AI agents that help consumers research and buy products from ecommerce websites. Google is experimenting with shopping tools within AI Mode, its AI-backed Google Search feature.

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