Just wrapped Google’s “Think Retail” event in NYC, and the holiday readiness message was clear:

AI tools and creator influence are reshaping performance media. I want to share some quick insights below while the event is still fresh in mind.

1.) Google’s pushing AI tools for campaign planning, optimization, and measurement. The focus is helping brands scale efficiently during peak periods without manual complexity.

2.) YouTube and Shorts remain central to discovery and purchase influence. Creators are positioned as key drivers of consumer decision-making, not just awareness.

3.) Google showcased product updates that improve campaign management, creative production, and measurement—giving brands new ways to scale during peak periods.

Canadian brand Aritzia’s presence was notable. Heather LeMasters (VP Performance Media) and Natasha Walji (Managing Director, Google Canada) highlighted how Canadian brands are leveraging performance media and creators to scale in the US market.

Platform innovation is accelerating around AI, creators, and measurement. The opportunity is in adapting fast, testing broadly, and leaning into tools that improve both creative output and accountability.

For DTC brands, the message is clear: holiday readiness now means having AI-optimized campaigns and creator-driven content strategies in place before Q4 hits.

Huge thanks to the Google team for having us out!

We still have room for 2 more audits this month, so if you want to get a fast-track on the latest YouTube and Google advantages for your DTC brand, drop me line and let’s talk.