Holiday Strategies

The AI-powered holiday shopper: How prompt-driven curations and Gen Alpha algorithms will shape consumer behavior 

By Jill Manoff

Oct 1, 2026

As the holiday shopping season begins, artificial intelligence is transforming how consumers search, compare and buy. In this interview with Glossy, Kelly Pedersen, global retail leader at PwC U.S., builds on key findings from PwC's 2026 Holiday Outlook report. From prompt-driven gift curation and AI price tracking to Gen Z's record store foot traffic and Gen Alpha's growing algorithmic influence on household spending, Pedersen highlights the major trends and consumer behaviors set to determine brands’ success this season.