This is the first holiday season where advertisers are considering LLMs as a channel to drive peak season results. Shoppers are already using ChatGPT to work out what to buy, who to buy it for, and what to spend, and most Q4 plans were built without a view of how that behavior works or how to show up in it.

This session covers both halves of that gap. In it, we’ll share how shoppers are using ChatGPT to approach their holiday purchasing: when planning starts and how it differs by category. These research insights will be paired with learnings from 6+ months of running ChatGPT Ads has taught us about what performs there, from creative variation to bid strategy to measuring a channel this new.

You will leave with a more robust understanding of how ChatGPT Ads fits in Q4 plan, and what to do now to be ready before peak season begins.