NEW YORK:

The holiday season has long been a battleground for retailers seeking to capture shoppers' attention, whether in New York, London, or elsewhere. This year, however, companies are not just chasing human eyes—they are targeting artificial intelligence to reach consumers.

Globally, online sales during festive periods are expected to exceed hundreds of billions of dollars, with traditional website visits and search engine ads still dominating. Yet generative AI tools, such as OpenAI's ChatGPT and Google's Gemini, are increasingly shaping how people discover products and make purchasing decisions.

AI chatbots now provide product descriptions, compare prices, and even allow purchases through large-language models. Retailers from the US to Europe are adjusting strategies to ensure th

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