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Every holiday season brings pressure, but this year is fundamentally different. Your goal hasn’t changed: Get what’s on your shelves into the hands of shoppers who are ready to buy. But the biggest shift is how those shoppers find you.
Last holiday season, only 61% of shoppers used AI platforms or features,1 and 64% of surveyed holiday shoppers wished they had used AI even more to help with their shopping.2
This holiday season, AI is no longer a tool shoppers occasionally try. It is the one they rely on to discover, to decide, and to buy.
At Google, we’re seeing this shift firsthand. Look at the scale: AI Overviews now has over 2.5 billion monthly users.3 AI Mode on Search has already surpassed 1 billion monthly users.4 Driven by our most advanced Gemini models, these experiences are changing how shoppers discover brands, research their options, and make confident decisions.
When consumer behavior shifts this fast, it is easy for marketers to feel like they have to completely rebuild their marketing engine overnight to keep pace.
But keeping up doesn’t require a total overhaul.
By investing with Google, you get a powerful compound effect. The foundations you’ve already established make you ready faster for the next wave. In the retail marketers’ guide to the AI-powered holiday season, we break down exactly how to win the season.
