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Jan. 25, 2026
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Research

Organic content, not ads, ruled AI-native holiday search results: report

January 8, 2026

Over 50 percent of American shoppers utilized AI as a resource during the holiday shopping window. Image credit: Bluefish Over 50 percent of American shoppers utilized AI as a resource during the holiday shopping window. Image credit: Bluefish

 

By Kiran Gill

Paid advertising played a minimal role in shaping what consumers saw in AI-powered shopping recommendations during the 2025 holiday season, according to new research from AI marketing firm Bluefish.

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