Aiming to take the stress out of holiday shopping, brands are delivering custom product recommendations both in-store and online

While holiday shopping is a joy for some, it can strike fear in the heart of many, and for good reason. Retailers are reducing the time and “content-fatigue” online and in-store browsers can experience, leveraging data analysis tools and AI to quickly produce relevant product suggestions based on users’ personal preferences, previous purchases and similar products.

Through guided gift lists, chatbots and more, brands are putting emphasis on content catered for consumers needs rather than maximizing options. Here's how top retailers are marshaling AI tools to improve customers' search experience as well as offer tailored support:

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