The impact of social-media-driven, algorithmic advertising really can't be overstated. In just the past five years alone, we've seen the advent of TikTok and the total takeover of Instagram: visual venues that have shortened the distance between "seeing" and "buying" to nearly zero. These days, shoppers hardly ever leave their chosen app. This has completely eroded the old rules of e-commerce. Black Friday is in August now and lasts for 100 days. Back to School is all four seasons.
Brands have always been able to look at macro industry and cultural trends. But being able to balance those against granular, real-time data on what people are engaging with in social, through emails, and via their browsing and purchasing habits, gives a much more complete picture about the types of products and experiences that are really resonating. And now, with AI agents, AI search and other tools taking curation to an entirely new level, it's become even more important that products present a unified front.
The term, which means generative engine optimization, refers to optimizing web content to show up in results from AI-driven search platforms, like ChatGPT or Google Gemini. It's a new way for brands to stand out and reach customers, especially considering thatnearly 60% of U.S. consumers have used a generative AI tool for help with online shopping, per an August 2025 survey from Omnisend.
Next could easily have been a real casualty of the digital age but, again, has shown its ability to not only stay relevant but prosper, thanks to its ability to adapt and benefit strategically from online retail. While the fast fashion brands have blazed and faded, Next has nurtured its brand portfolio, online platform and customer base steadily in a real tortoise and hare story.