How Holiday Shoppers Are Changing in 2025 and What Winning Brands Are Doing About It As we move into 2025, consumer behavior is shifting fast. With inflation pressure and tighter budgets, shoppers are buying fewer items, being more selective, and starting their holiday research earlier than ever. At the same time, expectations are rising: people want frictionless paths to purchase, personalized offers, and richer discovery moments. The brands outperforming this year are those leaning into data-driven personalization, shoppable experiences, and AI-enabled discovery across their full funnel. Below, we share the key trends shaping 2025 holiday commerce along with actionable ways your brand can capitalize on them. 1. Shoppers in 2025 Expect Personalization and Zero-Friction Shoppable Journeys Consumers are more intentional in their spending, and that means generic ads and slow experiences lose fast. The brands winning are the ones turning insights into relevance at scale. Actionable moves: Leverage first-party data to segment high-value shoppers and personalize offers based on intent, recency, affinity and AOV. Make every touchpoint shoppable, from inspiration to checkout, trimming unnecessary steps in the user journey. Prioritize loyalty over clicks. Early shoppers tend to show higher lifetime value, so nurture them with post-purchase flows, rewards and email or SMS personalization. 👉 At GoGlobal, we believe combining analytics, creativity and purpose is what sets winning holiday campaigns apart. 2. Creator-Led Holiday Campaigns Shape 2025 Results This year, influencers are not just awareness amplifiers. They are performance drivers. Between gift-list content, festive takeovers, live shopping events and shoppable social proof, creators are shaping the way people discover and buy gifts. Actionable moves: Collaborate with creators for gift-list content and “holiday moment” videos tailored to your audience segments. Use contextual targeting to reach active gift-searchers such as people looking for “best gifts 2025” or “holiday deals”, and repurpose creator assets across paid and owned channels. Extend reach with live-shopping events or limited drops to drive urgency, exclusivity and repeat engagement. 👉 GoGlobal can position your brand not just for the season but as the brand creators mention when people think about holiday gifts. Turn Holiday Intent Into Revenue The 2025 shopper is selective, intentional and seeking seamless discovery to purchase experiences. Brands that combine high-performance web experiences, smart data segmentation and creator-powered storytelling will own this season’s visibility and conversions. Looking to build a holiday strategy that combines tech, content and performanceLet’s talk. Book a discovery call with GoGlobal. Let’s talk!

How agencies can evolve their web services with AI without waiting to “finish learning” There’s a quiet revolution happening in web development.Agencies are no longer just building websites. They’re designing intelligent digital ecosystems that generate insights, personalise experiences, and improve over time. The biggest misconception is believing that you need to finish all your AI courses before you can start offering something new.You don’t.Innovation begins when you experiment, not when you feel completely ready. Let’s explore how your agency can start integrating AI into real projects right now. 1. Rethink What You Sell The first transformation is not technical, it’s strategic. Stop selling web development.Start selling smart digital solutions. It’s not about changing what you do, but how you communicate it. Before: “We create professional websites with WordPress and Elementor.”Now: “We design intelligent websites that automate tasks, analyse leads and optimise performance.” That shift turns your agency from a service provider into a strategic partner.Clients don’t need to understand how you build it. They want results: faster processes, less manual work and better conversions. 2. Start with Simple AI Layers You Can Implement Today You don’t need complex coding or new certifications to add value.Start small, communicate clearly, and show tangible improvements. AI-generated content.Use ChatGPT or custom GPTs to create SEO-optimised web copy, FAQs and product descriptions.Present it as: “We deliver SEO-ready content in minutes, perfectly aligned with your brand voice.” AI-assisted design.Accelerate prototyping with tools like Framer AI, Relume or Galileo AI.Present it as: “We create interactive demos within 24 hours using AI-powered design tools.” Automated performance insights.Connect GA4 with ChatGPT to generate monthly web performance reports.Present it as: “Your site analyses itself and sends you actionable insights every month.” Each of these upgrades can be added to your current workflow with minimal effort. 3. Add Smart Interactions to Your Websites Once your team gains confidence, move into projects where AI directly interacts with users. Smart forms.Let visitors write freely (“I need a quote for a 50-person event”) and allow AI to interpret and send that data to the right area.Position it as: “Forms that understand what your clients mean.” Custom chatbots.Use Chatbase or Voiceflow to create virtual assistants that answer questions about your client’s services.Position it as: “Your virtual team member, available 24/7 to capture leads and assist customers.” Dynamic landing pages.Personalise messages based on campaign source or location.Position it as: “Each visitor sees the message that converts best, automatically.” These small, functional upgrades can significantly differentiate your agency’s offering. 4. Build the Future: Automated Digital Ecosystems This is where everything connects. Websites, CRMs, analytics and AI working together as one ecosystem. Client dashboards.Offer real-time performance panels powered by AI summaries. Internal automation.Let AI generate briefs, process forms or write weekly updates. AI-as-a-Service.Create private GPTs for clients. For example: “Sales Assistant for [Brand Name]”, trained with their own data to respond to leads and questions. At this level, your agency stops being a development provider and becomes a digital innovation partner. 5. How to Sell Innovation Without Sounding Experimental Clients don’t buy technology, they buy outcomes. Instead of saying “We use AI”, explain what it achieves. “We automate repetitive web tasks so you save hours every week.” “Your website learns from visitor behaviour to improve conversion rates.” “We integrate virtual assistants that respond instantly to your customers.” Create a simple landing page or internal showcase to visualise these features. Seeing a solution in action is far more persuasive than describing it. 6. Redefine Your Role in the Agency You can become the agency’s AI Web Strategist.Someone who doesn’t just build websites but designs systems that integrate automation, data and creativity. Share what you learn with your team.Host short sessions explaining new tools like Make, Framer AI or ChatGPT.Be the person who experiments, connects and translates technology into client value. That’s how you drive real innovation from inside the agency. 7. Start Tomorrow A small, consistent action plan is more valuable than a perfect roadmap. Choose one current or hypothetical client. Add a simple AI-powered feature, like a chatbot or a smart form. Present it internally as an enhancement, not a test. Gather feedback and refine. Keep learning while you apply. Progress and learning go hand in hand. The Real Advantage Most agencies are still waiting for the right moment to adopt AI.The ones who will lead the next wave are already experimenting. Because in digital innovation, the winners are those who build while learning. If your agency is ready to move from websites to intelligent digital systems, let’s talk.We’ll help you design a roadmap that connects strategy, technology and creativity — starting today. Let’s talk!

How brands are using artificial intelligence to identify influencers and UGC creators aligned with brand values In today’s creator economy, authenticity and brand alignment define success. That’s why influencer marketing is shifting from follower-driven campaigns to AI influencer discovery, where brands identify creators who genuinely share their values and connect with their audience. Artificial intelligence (AI) is making this evolution smarter and faster. By analysing vast amounts of creator data, AI helps brands discover influencers and UGC creators whose voice, tone and values perfectly align with their identity. Why AI Is Transforming Creator Discovery Volume and complexity. With millions of creators across TikTok, Instagram and YouTube, manual research is inefficient. AI influencer marketing platforms can scan thousands of profiles, evaluating engagement metrics, audience sentiment and content themes to uncover high-fit creators that manual research often misses. Brand-value alignment. The most successful influencer partnerships today are based on shared values, not just reach. Using natural language processing and image recognition, AI can analyse creator content to identify those who authentically express values like sustainability, inclusion or innovation, ensuring every collaboration feels genuine. Performance and trust. AI not only identifies promising creators but also predicts influencer campaign performance. It flags fake followers, detects suspicious engagement and highlights creators who drive measurable results. This helps teams invest in collaborations that are both authentic and performance-driven. How AI-Powered Creator Discovery Works Data collection. AI platforms gather cross-network data from demographics to engagement rates and content categories. Value and fit scoring. Brands define attributes such as “eco-conscious” or “tech-driven.” AI ranks creators by how closely they match these traits. Predictive analytics. Algorithms estimate how well a creator’s content will perform, based on historical engagement and behavioural trends. UGC creator identification. AI tools can spot everyday users producing authentic branded content that often outperforms traditional influencer posts. Workflow automation. From outreach and briefs to post-campaign analysis, AI streamlines the entire creator marketing strategy. A Practical Example: How We Do It at Go Global Agency At Go Global Agency (GGA) we use Influencity to enhance our creator discovery and campaign optimisation process.This platform helps us quickly identify authentic influencers whose content and audience align with each brand’s values and goals. Rather than relying on follower counts, we focus on data-backed insights such as engagement quality, audience relevance and predicted performance. These metrics allow us to make smarter, more strategic decisions before launching each collaboration. By combining this analytical precision with our creative experience, we build partnerships that feel natural to audiences and deliver measurable impact for our clients. A Strategic Guide to Finding Your Next Star Creator Define your brand values and creator profile. Clarify your mission, tone and target audience. Identify which creator attributes matter most such as engagement style, niche or storytelling approach. Choose the right AI discovery tool. Select a creator marketing platform offering scoring, audience analysis and value alignment. Tools like Influencity, Upfluence or Skeepers are great starting points. Run discovery and filter results. Let the AI rank creators by fit and performance potential. Then manually review the shortlist to confirm authenticity. Combine AI insights with human judgment. Data speeds up discovery, but your team brings the final layer of nuance. Review tone, visual consistency and storytelling alignment. Activate, brief and nurture creators. Use AI to personalise outreach, prepare data-informed briefs and monitor campaign performance. Focus on building long-term, trust-based relationships. Measure and optimize. Track engagement, conversions and sentiment. Use AI analytics to identify what works and refine your next campaign. Best Practices and Common Pitfalls Best Practices Prioritize value alignment over follower count. Combine AI precision with human creativity. Treat creators as long-term partners, not just campaign assets. Include UGC creators to boost authenticity and reach. Evaluate performance beyond vanity metrics and focus on engagement quality and conversion outcomes. Common Pitfalls Over-relying on AI scores without human review. Ignoring cultural or contextual nuances. Overlooking data bias or privacy compliance. Treating creators as interchangeable resources. The Future of AI in Influencer and Creator Marketing AI will continue to evolve from simple data analysis to emotional and cultural understanding. Future tools will interpret tone, sentiment and creative style to match brands with creators even more accurately. We’ll see more predictive ROI modelling, tighter CRM integrations and AI-managed UGC communities segmented by brand affinity. But even as automation grows, human creativity, empathy and storytelling will remain at the core of every successful influencer partnership. If your team is ready to explore how AI influencer discovery can elevate your creator marketing strategy, let’s talk. We’ll help you design an end-to-end system that connects data, creativity and authenticity in every campaign. Let’s talk!