Are Media ties Christmas research to new AI visibility play

Are Media has launched a new AI visibility platform as it pitches brands around Christmas discovery, trusted publishing and what it calls “Joy Maxxing”.

The publisher previewed new Christmas research to brand partners at The Australian Women’s Weekly Test Kitchen, identifying Joy Maxxing as a consumer behaviour it expects to shape Christmas 2026.

Are Media said the trend reflects Australians seeking a “return on emotion”, with consumers prioritising joy, connection and meaningful experiences despite cost-of-living pressure.

The research found 55% of Australian women expect to combine AI with trusted publishers when planning Christmas, while 78% said trusted publishers remain their preferred source of festive inspiration.

More than three in four respondents said they trust publisher recommendations over influencer recommendations.

Are Media also found more than nine in 10 women remain responsible for planning Christmas across food, entertaining, decorating and gifting.

While 84% said they are more price conscious and 74% are cautious with discretionary spending, almost half still expect to spend more than $500 this Christmas.

Jocelin Abbey, director of content and consumer growth at Are Media, said trust remained important as AI changed discovery behaviour.

“Australians are looking for a return on emotion as much as a return on spend,” Abbey said.

“They're seeking ideas they can trust, recommendations they can act on and inspiration that genuinely makes life easier.

“AI is changing how people discover ideas, but it isn't replacing the validation of trusted sources. If anything, it's making trusted brands like The Weekly and Better Homes and Gardens more valuable because we're helping consumers cut through the noise with recommendations they have confidence in.”

Are Media has also launched Are Visible, an AI visibility and content intelligence platform developed in partnership with Peec AI.

The platform is designed to help brands understand how they appear across AI-powered search and recommendation platforms, identify visibility gaps and build content designed to increase discoverability and recommendation.

Are Media has also developed six Christmas platforms across The Australian Women’s Weekly, Better Homes & Gardens and Home Beautiful, covering food, entertaining, gifting, home, commerce and community-led content.