Brands are shifting their strategies as they prepare for an AI-driven Black Friday. Amanda Bailey from VML emphasizes the importance of “algorithmic trust.” Companies are focused on how algorithms operate, aiming to ensure their products are readily recommended by AI tools. The shopping experience is evolving; instead of the typical rush on Black Friday, consumers may rely on AI agents that monitor deals long before the holiday. This change means brands need to be proactive, moving beyond traditional marketing to make their offerings visible to these digital shoppers. Consumer familiarity with AI tools is growing. A report by VML found that 68% of global consumers have used AI like ChatGPT, but only 2% have used it for purchases. Bailey anticipates increased adoption as consumers become more comfortable with AI's capabilities. AI agents can track preferences and budgets, acting like personal shopping assistants that notify users about deals or restocks. New offerings from OpenAI, such as Pulse and Atlas, might accelerate this adoption by delivering personalized shopping updates, potentially transforming how consumers engage with retail. Brands need to adapt their approach to product presentation. This includes collaborating with tech teams to encode product information in a way AI can easily assess. Companies like Google have provided guidelines for enhancing visibility in AI tools. Bailey stresses that brands must be understood by algorithms, not just consumers. This shift requires focusing on data-driven representations of products, building verifiable brand values, and securing third-party validations. Authentic reviews will also play a role in enhancing brand legitimacy, making them more likely to be recommended by AI agents during the holiday shopping season.