AI-Driven Black Friday: How to Get Ready for The Festive Season?

Black Friday has always been the ultimate pressure test for e-commerce. Demand spikes overnight, margins shrink under intense discounting, and customer expectations soar.

In 2025, this iconic shopping event collides with another force: artificial intelligence.

• Adoption of generative AI has exploded. 61% of U.S. consumers have tried tools like ChatGPT, Perplexity, or Gemini, up from just 22% in 2024.
• Shopping‑related queries on ChatGPT are rising, growing from 7.8% of all queries in December 2024 to 9.8% in June 2025, a 25% gain in six months, according to a recent Bain & Company study.
• At the same time, Adobe and others report sharp growth in AI-driven shopping queries and traffic, meaning search and AI agents will point buyers to pages that are easy for machines to parse.

If you’re responsible for SEO revenue this holiday season, you don’t need a vague marketing deck. It’s time to rethink your Black Friday SEO strategy.

Here’s a comprehensive guide to ensure your products are discoverable, accurate, and compelling in both AI and traditional search.

Read on to explore them.

#1. Make Sure AI Crawlers Can Reach Your Site

AI crawlers scan the internet to read, learn, and index content so models (like ChatGPT, Perplexity, or Claude) can use that information when generating answers.

Instead of just ranking web pages like Google Search, AI crawlers collect content to train or enhance AI assistants that summarize, explain, or recommend things to users.

Let’s say you run a blog about tech trends. When OpenAI’s GPTBot or Anthropic’s ClaudeBot visits your site, it’s not trying to rank it, it’s trying to learn from it. So, if your content is accessible, your insights might show up in an AI’s summary or answer.

Therefore, make sure AI Crawlers can reach your site. Here is how to do this:

Check and Update Your robots.txt

Now, before AI crawlers can use your content, they first need to reach it. That’s where your robots.txt file comes in.

• Robots.txt file tells crawlers which parts of your site they can or can’t access.
• If you’ve blocked AI bots (like GPTBot or CCBot), they won’t be able to read your pages.

Go to your site’s root (e.g., yoursite.com/robots.txt). Add or edit the file to allow AI crawlers. For example:

User-agent: GPTBot

Allow: /

User-agent: CCBot

Allow: /

User-agent: PerplexityBot

Allow: /

If you want to block them, use:

User-agent: GPTBot

Disallow: /

But for visibility and traffic from AI tools, allow access to product and content pages.

Use Clear, Crawlable Content

Another step to ensure crawlers can access your site is ‘using clear and crawlable content.’ Note that AI crawlers (and even search bots) struggle with:

• Dynamic or JS-rendered content (like React SPAs without SSR)
• Content hidden behind logins or paywalls
• Pop-ups that block text

To resolve this issue, follow the tips below.

• Use server-side rendering (SSR) or pre-rendering.
• Keep your product titles, descriptions, and prices in HTML — not hidden in scripts.
• Avoid heavy JS frameworks without fallback HTML.

This ensures that ChatGPT, Perplexity, Gemini or other AI models can visit your site, thereby chances of appearing in their chat will be higher.

It means when a consumer asks, “wireless earbuds under $50” or “eco-friendly water bottles,” your products will be visible to them.

#2. Roll Out Holiday Updates Across Your Site Fast

Black Friday moves fast. Prices, promotions, and stock levels can change by the hour. Without real-time updates, AI search platforms may surface outdated offers or worse, hide your products entirely.

Pro Tip:

1. Instant Price Sync: Connect your CMS or e-commerce platform to your inventory system, so price changes or flash deals update across hundreds of pages instantly. This ensures AI platforms see accurate deals, and search engines index the correct pricing.

2. Schema Updates: Use schema for deals, stock levels, and shipping dates. This helps Google, Bing, and AI assistants display rich snippets like “50% off” or “In-stock now,” improving CTR and search visibility.

3. Pre-Schedule & Rollback: Schedule discounts, bundles, and shipping promos in advance. Once the event ends, roll them back automatically. This prevents expired deals from hurting your rankings or confusing search engines.

4. Optimize Keywords for AI Queries: Include phrases shoppers actually search during Black Friday, like:

• Black Friday 65-inch TV deals
• Gaming laptops under $1,000 with free shipping
• Holiday gift bundles in stock now

Integrate these naturally into product titles, meta descriptions, headings, and FAQs to boost visibility for AI-driven search.

5. Internal Linking for High-Traffic Pages: Link seasonal landing pages to relevant product categories.
For example,

A “Black Friday Electronics Deals” page should link to TVs, laptops, and accessories. This helps search engines and AI understand your site structure and improves rankings.

#3. Prioritize High-Value Content for Indexation

Large e-commerce sites have millions of pages. Do you know not all of them matter during the holidays?

If crawlers focus on outdated or low-performing pages, your seasonal bestsellers may never reach AI recommendations.

Pro Tip:

• Highlight high-converting product pages and seasonal landing pages while minimizing exposure to irrelevant content.
• Limit access to irrelevant or outdated content, such as sold-out products, discontinued SKUs, or old blog promos.
• This ensures AI search surfaces the products consumers are most likely to buy, boosting conversion potential.

#4. Align Metadata and Descriptions with Consumer Intent

AI reads intent, not just words. That means your site should answer the question before it’s fully asked. Use clear headings, bullet lists, and FAQs.

Example

• Which laptops have the best discounts this Black Friday?
• Top gaming bundles under $300
• How to get gifts shipped by Christmas Eve

The point is to craft your copy the way customers actually talk.

To do this, use tools like Google’s People Also Ask, AnswerThePublic, Semrush AI SEO Toolkit, or Ahrefs to find the exact phrases your buyers search for. You’ll be able to find real conversational prompts that drive AI recommendations.

By structuring content this way, search engines and AI assistants can pull your info directly into results, making it easier for shoppers to find exactly what they want.

AI platforms rely on metadata, page titles, and descriptions to match these queries to the right products.
Create a unique, data-informed copy that reflects seasonal shopping patterns. Ensure your site’s content aligns with consumer intent in real time.

#5. Accelerate Audience Growth and Segmentation

Your email and SMS lists are your most valuable Black Friday assets. Now is the last chance to grow and refine them:

• Lead Capture: When a visitor moves to leave your site, show a targeted message like “Don’t miss out—free shipping on orders over $50!” or “Join our holiday club for exclusive deals.

These small nudges can turn almost-leaving visitors into buyers and boost your conversions during peak shopping events.

• Audience Segmentation: Segment users into VIPs, recent buyers, cart abandoners, and one-time purchasers. Customer Data Platforms (CDPs) can automate segmentation based on real-time behavior, allowing for tailored campaigns that drive revenue.

#6. Unleash Your Full Marketing Toolkit

When November arrives, execution matters. Your marketing machine should be fully automated and multi-channel:

• Automated Email & SMS Flows: Activate Black Friday-specific campaigns, including cart and browse abandonment triggers.
• Social Media Hype: Start teasers early. Use countdowns, sneak peeks, and influencer collaborations.
• Video & Live Shopping: Showcase products in short-form video and host live events to create real-time urgency.

#7. Enhance the On-Site Experience

AI-driven personalization will define winners this season. Follow these steps:

• Implement Dynamic Recommendations: Configure your AI to track visitor behavior and show products they are most likely to buy even before they type a search.

For example, if a shopper browses smartphones, show him related accessories or top-selling models automatically.

• Set Up On-Site Notifications: Use banners, pop-ups, and exit-intent messages to guide users through your store. Make them timely and relevant, like announcing limited-time deals or free shipping thresholds.
• Leverage Scarcity & Urgency: Add countdown timers, low-stock alerts, or “last chance” messages to create urgency. This motivates immediate action and reduces cart abandonment during high-traffic periods.

#8. Maximize Post-BFCM Value

Turn seasonal shoppers into loyal customers. Follow these steps:

• Capitalize on Cyber Monday Momentum: Target shoppers who missed your main sale with unique offers or limited-time deals. This recaptures potential revenue and keeps your brand top-of-mind.
• Send Post-Purchase Communication: Immediately follow up with personalized thank-you emails and accurate shipping updates. Clear communication builds trust and reduces anxiety about purchases.
• Implement Smart Cross-Sells & Upsells: Use order confirmation pages and follow-up emails to recommend complementary or higher-value products. For example, if someone bought a camera, suggest lenses or memory cards.
• Focus on Customer Nurturing: Onboard new customers with a welcome email series, encourage product reviews, and solicit feedback. This turns one-time buyers into repeat customers.
• Conduct Performance Analysis: After the season, review which campaigns, channels, and products drove the most revenue. Use these insights to optimize your strategy for 2026 and beyond.

#9. Do One Last Tune-Up Before Black Friday Hits

Before the holiday rush, your website must be flawless. Minor glitches can result in major lost sales.

Key areas to review now include:

• Performance Stress Test: Over half of all online sales occur on mobile, and slow load times can derail conversions. So, check website speed and mobile responsiveness. Ensure your hosting can handle massive traffic spikes.
• Path to Purchase Optimization: Walk through checkout as a new customer. Remove unnecessary steps, offer guest checkout, and highlight popular payment methods like digital wallets and Buy Now, Pay Later options.
• Inventory & Logistics Confirmation: Double-check stock for bestsellers. Set up “back-in-stock” notifications and clearly communicate shipping timelines to manage expectations.

Your Time is Now

Black Friday 2025 will be a landmark event. The first large-scale test of AI-driven shopping adoption. Brands that act now, combining technical SEO readiness, AI personalization, and strategic marketing, will not just capture seasonal revenue; they’ll establish a foundation for future AI search visibility.

Key Takeaways for E-commerce Leaders and SEO Specialists:

• Make Sure AI Crawlers Can Reach Your Site
• Roll Out Holiday Updates Across Your Site Fast
• Focus Crawlers on Pages That Actually Convert
• Speak the Same Language as Your Buyers
• Grow and Segment Your Audience the Smart Way
• Unleash Your Full Marketing Toolkit
• Make Your Site Feel Effortless to Shop
• Maximize Post-BFCM Value
• Do One Last Tune-Up Before Black Friday Hits

With preparation, your Black Friday 2025 SEO strategy won’t just survive, it will thrive. Your products will be discoverable, accurate, and irresistible to both humans and AI assistants alike.

Partner with ResultFirst this Black Friday and ensure your products are discoverable, irresistible, and driving maximum sales from both shoppers and AI.