节日季消费者行为发生显著变化：冲动购买率从去年的30%降至26%，购物周期延长至10月到新年期间的三个月。消费者更倾向于进行大量研究，以确保每笔支出物有所值。面对这一趋势，零售商需要借助AI工具在用户发现时刻精准触达，例如利用Google搜索广告中的AI Max功能，通过一键式功能套件（现已在全球beta版中可用）优化发现路径。
随着YouTube成为购物重要渠道，零售商需关注全渠道用户（在网站、应用和实体店间移动）的转化。Google的需求生成广告（Demand Gen）现可优化线上、应用内和线下的总体销售，并通过本地优惠吸引附近消费者。此外，YouTube Masthead广告位现已支持购物功能，可直接展示与业务目标相符的产品；创作者合作中心则帮助品牌与可信创作者建立联系，将粉丝忠诚度转化为品牌忠诚度。
性能优化方面，Google推出多项新工具：提供有价值的洞察以辅助决策、支持创意素材的强效开发、优化预算分配，并实现全面的报告功能。这些工具旨在帮助广告主在节日季驱动业绩增长，例如通过AI驱动的搜索广告应对长尾和宽泛意图的搜索查询（超过60%的购物查询现使用会话式短语）。广告主应利用这些智能化手段提升广告ROAS和用户获取效率。
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