Are Media has launched a new AI visibility platform designed to help brands understand how they appear in AI-powered search and recommendation engines, as new research from the publisher suggests trusted media brands will remain critical to consumer decision-making this Christmas.
The platform, Are Visible, is powered through a partnership with Peec AI.
The launch comes as Are Media’s latest consumer research predicts “Joy Maxxing” will emerge as one of the defining behaviours of the festive season, with Australians prioritising meaningful experiences, connection and traditions despite ongoing cost-of-living pressures.
According to the research, 55 per cent of Australian women expect to use both AI tools and trusted publishers when planning Christmas, while 78 per cent still see trusted publishers as their preferred source of festive inspiration. More than three in four respondents said they trust publisher recommendations over influencer recommendations.
The research also found that more than nine in 10 women remain responsible for planning Christmas across food, entertaining, decorating and gifting. While 84 per cent said they are more price conscious than previous years and 74 per cent are cautious with discretionary spending, almost half still expect to spend more than $500 over the festive period.
The findings underpin the launch of Are Visible, which aims to help marketers monitor how their brands are surfaced across AI-powered search and recommendation platforms, identify visibility gaps and create content designed to improve AI discoverability.
Are Media said the platform extends its longstanding focus on trusted editorial content into an era where consumers are increasingly turning to AI for recommendations on what to buy, cook, travel and gift.
Jocelin Abbey, director of content and consumer growth at Are Media, said the research highlights that while AI is changing how consumers discover information, trust remains the deciding factor.
“Australians are looking for a return on emotion as much as a return on spend. They’re seeking ideas they can trust, recommendations they can act on and inspiration that genuinely makes life easier.”
She added that AI was making trusted publishers even more valuable.
“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 Australian Women’s Weekly and Better Homes & Gardens more valuable because we’re helping consumers cut through the noise with recommendations they have confidence in.”
Anna Quinn, sales director at Are Media, said the new platform reflects the growing importance of authoritative content in AI-driven search.
“Our audiences don’t just consume our content. They act on it. They cook our recipes, buy our recommendations, visit the destinations we feature and bring our ideas into their everyday lives. That’s a level of trust that’s incredibly powerful.
“Are Visible is an extension of that trust. It helps brands create the kind of authoritative content that earns recommendations not just from people, but increasingly from AI.”
Alongside the platform launch, Are Media also revealed six Christmas content initiatives spanning The Australian Women’s Weekly, Better Homes & Gardens and Home Beautiful, including new vodcasts, community campaigns, commerce experiences and video-first festive content designed to connect brands with consumers throughout the 90-day Christmas period.
