A Globant, a digital-native company that helps organizations thrive in a future driven by technology and artificial intelligence, today launched its new report “The Impact of AI on Retail During the 2025 Holiday Season”. The study reveals how artificial intelligence is transforming consumer habits, empowering consumers, and redefining how brands must prepare for the most competitive time of the year.
According to the report, consumers are approaching this season with a more reflective, ethical, and value-driven attitude than in previous years. Instead of chasing discounts, they are focusing on long-term benefits, trust, and personalized experiences, concentrating their purchases with fewer retailers that align with their purposes. This intentional shift challenges brands to rethink how they connect with customers—from discovery to payment—in a world where AI influences every decision.
The adoption of artificial intelligence across different industries continues to accelerate: 72% of companies are already integrating AI into at least one business function, compared to 55% the previous year (Statista, 2024). In retail, this transformation is already generating a measurable impact: during the 2024 holiday season, AI influenced US$ 229 billion in online sales worldwide, a significant jump from the US$ 199 billion recorded two years prior (Reuters, 2025).
As intentionality becomes the new currency of loyalty, the Globant report identifies five key strategies that will define which retailers succeed this season. These strategies combine technology, timing, and purpose to meet the expectations of value-driven consumers and build sustainable competitiveness beyond the holiday shopping period:
- Use AI to personalize, not just to promote: AI must go beyond driving sales; it must strengthen loyalty. By analyzing browsing and purchase histories, retailers can offer truly personalized recommendations and offers. The shift moves from generic “20% off” discounts to value-added offers that make the customer feel understood and valued.
- Launch seasonal campaigns in the third quarter of the year: waiting until November is no longer an option. September and October are key months for building brand consideration, offering purposeful content, and connecting with intentional shoppers before the peak traffic period.
- Create a compelling full-price proposition: excessive discounts erode brand value in the long term. Instead, retailers should invest in transparency, powerful storytelling, and exclusive products for customers, reinforcing the idea that the full price is worth what it delivers. Consumers are willing to pay more for authenticity, ethics, and experience.
- Master seamless omnichannel execution: shoppers expect a fluid experience from discovery to purchase. Products found in one app should be immediately available for home delivery or same-day in-store pickup. Any delay or disconnect risks not just a sale, but also customer loyalty.
- Reimagine the store as a service: stores must go beyond the role of a showroom. They are logistical hubs, community spaces, and immersive experience zones. Success depends on empowering staff to act as ambassadors and problem-solvers, not just salespeople.
“This season, consumers are not chasing discounts nor choosing brands out of habit. Their behavior is driven by more intentional and value-guided decisions,” states Santiago Noziglia, CEO of Globant's Retail, CPG, and Automotive AI Studio. “Retailers who recognize this mindset shift in time and offer personalized, frictionless experiences across all channels will be the ones who win consumer loyalty—not just during the holiday period, but also in 2026 and beyond.”.
The report concludes that AI will be the differentiating factor in this year's retail success stories. From predictive marketing and demand planning to immersive in-store experiences, retailers who leverage AI will not only optimize their operations but also build deeper emotional bonds with consumers.
To learn more, download the full report here: https://more.globant.com/pt-br/ia-no-varejo-natal-2025
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About Globant
At Globant, we help organizations thrive in an AI-driven digital future. Our industry-focused solutions combine technology and creativity to accelerate business transformation and design experiences that customers love. Through digital reinvention, our subscription-based AI Pods, and the Globant Enterprise AI platform, we transform challenges into measurable business outcomes and promised economies into real impact.
- We have over 30,000 employees and are present in 35 countries, spanning 5 continents, working for companies like Google, Electronic Arts, Santander, among others.
- We were recognized as a World Leader in AI Services (2023) and a World Leader in Business Operations Media, Integration, and Cloud Service Providers Consulting (2024).
- We are the fastest-growing IT brand and the fifth strongest IT brand globally (2024), according to Brand Finance.
- We have also been featured in business case studies at Harvard, MIT, and Stanford.
- We are active members of the Green Software Foundation (GSF) and the Cybersecurity Tech Accord.
- We are global partners of OpenAI, NVIDIA, AWS, and Unity, integrating world-class technology to accelerate innovation across all industries.
