Generative AI Transforms Holiday Shopping: Bluefish Report Reveals Shift in Marketing Strategies

Generative AI Redefines the Holiday Marketing Playbook

Generative AI has emerged as a game-changer in the holiday shopping landscape, according to the 2025 Holiday AI Commerce Report released by Bluefish, an AI marketing platform for Fortune 500 companies. The report analyzes how AI-driven shopping journeys and recommendations influenced consumer behavior during the 2025 holiday season, highlighting a significant shift in marketing strategies.

The findings reveal that traditional paid media had minimal impact on AI-generated answers, with up to 95% of AI citations coming from non-paid sources. Instead, AI assistants favored brands with high-quality, well-structured, and consistent organic content, making AI visibility a critical factor in capturing demand during the peak shopping season.

The Shift from Deals to Gifts

One of the most notable trends identified in the report is the transition from a "best deals" narrative during Black Friday to a "best gifts" focus in December. AI assistants increasingly moved from highlighting doorbuster sales to curating thoughtful gift recommendations as the holiday season progressed. This shift was evident as "best deals" content saw its influence on AI recommendations decline by over 30% heading into Christmas, while "best gifts" guides—especially those featuring affordable options like "best gifts under $100"—gained prominence.

This change reflects a broader consumer preference for personalized and meaningful gift suggestions over discount-driven purchases, a trend amplified by AI's ability to tailor recommendations to individual preferences.

Key Players and Influencers

The report also identifies a small but influential group of publishers and platforms that played an outsized role in shaping AI responses. Sites like Reddit, CNET, RTINGS.com, PCMag, and lifestyle publications such as Who What Wear and Vogue were particularly impactful. These sources often exceeded their raw citation counts, exerting significant influence on how AI described and ranked brands in key gifting categories.

Bluefish's analysis, using its Impact Score and Influence Rank metrics, underscores the importance of high-quality content in driving AI recommendations. Brands that aligned their owned content with earned coverage and AI-prioritized narratives emerged as winners in the AI-driven holiday shopping landscape.

For example, Ulta stood out in the beauty category for its consistent "best gift" messaging, while luxury brands like Louis Vuitton, Gucci, and Ralph Lauren benefited from their cultural relevance and extensive coverage in curated gift guides, positioning them as top recommendations for luxury gifts.

Looking ahead, Bluefish anticipates that direct AI advertising will become more formalized in 2026, further complicating the marketing landscape. The company is already adapting its platform to help brands navigate these changes, focusing on AI visibility and systematic action to drive results.

The report concludes that forward-thinking marketing organizations are rewiring their holiday strategies around high-quality content and treating AI commerce as a distinct performance channel. As AI continues to reshape consumer behavior, brands that prioritize organic content and align with AI-driven trends will likely see the greatest success in future holiday seasons.