Written by Marcela Balart
At IMPACT, we’ve been keeping an eye on how AI search is shaping brand visibility across various platforms.
We recently wrote about how Australians are increasingly turning to AI to research products and services to make purchasing decisions.
In fact, new data shows nearly two-thirds (61%) of consumers intend to use AI for at least one task when doing their holiday shopping, and almost half (47%) expect it to help save them money.
Half of Australian shoppers believe AI will make their shopping experience more efficient, particularly when it comes to finding deals and gift inspiration with AI providing links to sources at just the click of a button.
The icing on the Christmas cake for consumer brands is that visits from AI platforms are up to 5.1 times more likely to convert than traffic from traditional search.
With the festive season upon us, the challenge becomes finding gifts for loved ones, particularly Gen X, Millennials and Gen Z, who can be notoriously hard to buy for.
Over the next two issues of IMPACT Insights, we’ll share the gift giving ideas recommended by ChatGPT, Copilot, Gemini and Claude and reveal how to make your brand more discoverable on these platforms.
Reports, journalism, polling and comparisons attract ChatGPT’s (A-)eye
For this search, ChatGPT prioritised Australian consumer trends and retail insight reports. Examples include Retail Safari, Basis and Women Love Tech, as these show what people are actually planning to buy by age cohort.
Gift-trend journalism was also a big hit on this platform, with curated “what’s trending this Christmas” editorial found in News Corp publications, Vogue, Business Insider and OverSixty.
Rounding out the top influential sources were ‘green’ polling and environmental reports due to the strong concern around waste, disposable culture and unused gifts. Comparison sites, such as, Compare the Market, provided generation-by-generation data on gifting and regifting in Australia.
ChatGPT’s 2025 Best Christmas Gift Ideas
| Gen X (1965–1980) | Millennial (1981–1996) | Gen Z (1997–2012) |
| 1. Experience Vouchers (e.g., wine tasting, theatre, short getaways) | 1. Eco-friendly / Sustainable Gifts | 1. Trendy Tech (VR, gaming, gadgets) |
| 2. Smart Home Devices (e.g., smart lights, voice assistants) | 2. Reusable Drinkware (e.g., water bottles, coffee cups) | 2. Stylish Loungewear or Athleisure |
| 3. Quality Headphones / Audio Gear | 3. Plant or Indoor Garden Kits | 3. Eco / Sustainable Beauty Products |
| 4. Barbecue / Outdoor Entertaining Gear | 4. Experience Vouchers or Travel Credit | 4. Y2K / Nostalgia Accessories |
| 5. Wine or Gourmet Food Hampers | 5. Ethical / Fair-trade Products | 5. Skincare / Self-care Tools |
| 6. Books or Audiobook Subscription | 6. Subscription Services (streaming, wellness, food) | 6. Fashionable Shoes / Sneakers |
| 7. Stylish Timepieces or Watches | 7. Beauty & Self-care Kits (natural or clean beauty) | 7. Experience Vouchers (concerts, workshops, travel) |
| 8. Wellness / Self-care (massagers, diffusers, spa vouchers) | 8. Wireless Chargers / Smart Tech Accessories | 8. Eco-friendly Reusables (water bottles, straws) |
| 9. Digital Gift Cards | 9. eGift Cards | 9. Digital Gift Cards or Streaming Subscriptions |
| 10. Nostalgic or Retro Items | 10. Local Art / Handmade Goods | 10. Funny / Quirky Candles or Decor |
IMPACT’s top five tips to win on ChatGPT
- Publish high-quality, factual and structured content, highlighting benefit statements.
- Optimise for owned channels and earned content using natural language.
- Publish guides, research and insights.
- Gain coverage in trusted and reputable earned channels.
- Ensure content and data is widely distributed across multiple channels, such as marketplaces, social media, retail listings, earned, review forums and comparison sites.
Copilot enters the chat
Microsoft’s AI search results were broad and varied. Retail gift guides took the lead, reinforced by trade and lifestyle publications ranging from Gizmodo Australia, TechRadar Australia, Vogue Australia, Gourmet Traveller, Pedestrian.TV, Junkee and Broadsheet.
Copilot then predominantly looked directly to retailer owned channels, followed by travel and experience providers that shared gifting options valued across all generations.
Copilot’s 2025 Best Christmas Gift Ideas
| Gen X (1965–1980) | Millennial (1981–1996) | Gen Z (1997–2012) |
| 1. Premium wine or craft gin sets | 1. Smart kitchen gadgets (air fryers, espresso machines) | 1. Skincare & beauty sets (Sol de Janeiro, Glow Recipe) |
| 2. Smart home gadgets (Google Nest, Ring Doorbell) | 2. Subscription boxes (wine, books, wellness) | 2. Tech accessories (phone cases, portable chargers) |
| 3. Luxury skincare or grooming kits | 3. Sustainable fashion & accessories | 3. Gaming gear (Nintendo Switch, PlayStation accessories) |
| 4. Concert or theatre tickets | 4. Tech gadgets (wireless earbuds, VR headsets) | 4. Sustainable fashion brands |
| 5. High-end coffee machines | 5. Fitness memberships (Pilates, yoga, gym) | 5. TikTok-inspired gadgets (ring lights, mini projectors) |
| 6. Fitness trackers or smartwatches | 6. Stylish home décor (plants, minimalist furniture) | 6. Collectibles (Squishmallows, anime merch) |
| 7. Designer handbags or wallets | 7. Premium skincare & beauty tech | 7. Personalised jewellery |
| 8. Gourmet food hampers | 8. Streaming service gift cards | 8. Subscription services (Spotify, Netflix, Audible) |
| 9. E-readers (Kindle, Kobo) | 9. Travel vouchers or Airbnb credits | 9. DIY craft kits |
| 10. Weekend getaway vouchers | 10. Trendy kitchenware (designer olive oil, cookware) | 10. Concert tickets (Taylor Swift, K-pop acts) |
IMPACT’s top five tips to win on Copilot
- Craft and publish fresh search-optimised and keyword-rich content.
- Secure mentions in trusted media and retailer guides, which are regularly referenced by Copilot.
- Leverage local authority and relevance using geo-targeted keywords.
- Align content with relevant trends and generational preferences.
- Maintain a strong and transparent digital footprint as Copilot surfaces brands with clear, structured, and an accessible online presence.
To find out how IMPACT can enhance your brand visibility in AI search, contact Nicole on nicole@impactagency.com.au.
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