October 02 2025
MW191 | AI & Black Friday: Smarter Strategies for Peak Retail Performance
James Johnstone, Carl Ferguson and David Norris presented the latest digital masterclass on AI and Black Friday
Watch: AI and Black Friday – Smarter Strategies for Peak Retail Performance
Peak season is no longer a single spike. Search interest starts earlier, competition is fiercer, and the path to purchase stretches across more moments and channels. In this session we unpacked how to plan, launch, and optimise campaigns across the full funnel so you can turn interest into revenue throughout November and beyond.
What we discussed:
✅ How shopper behaviour is changing across the whole of peak
✅ Why the “spike” is flattening into a longer season and how to manage it
✅ Using AI and smart campaign types to connect discovery to purchase
✅ YouTube, Demand Gen, and social as high-impact discovery engines
✅ Creative tactics that create urgency and cut through the noise
✅ Feed health, bidding agility, and guard rails for promo periods
✅ CRO fixes that stop checkout drop-off when it matters most
Watch the full session below and learn how to optimise your paid media strategy for this peak season.
If you’d like a free 30-minute AI and Paid Performance consultation, email info@mediaworks.co.uk and we will book you in. We will prepare sector trends, competitor signals, and a light account review, then give you three tailored recommendations you can use straight away.
