Bluefish Unveils 2025 Holiday AI Commerce Report on AI's Impact on Marketing
Bluefish's 2025 Holiday AI Commerce Report
On January 5, 2026, Bluefish, an AI-powered marketing platform catering to Fortune 500 companies, unveiled its comprehensive 2025 Holiday AI Commerce Report. This report offers a rare and insightful examination of how generative AI influenced shopping behaviors and brand visibility during the busy December holiday shopping season.
Transformative Influence of AI on Consumer Behavior
The report elaborates on AI-enabled shopping experiences, analyzing millions of AI-generated responses from leading platforms to delineate what factors shaped consumer choices when seeking purchasing guidance. Notably, it identifies that conventional paid advertising exerted minimal direct influence on AI recommendations during the holidays. Instead, a staggering 95% of the AI content referenced non-paid sources, emphasizing a significant departure from traditional marketing strategies.
According to Alex Sherman, Bluefish's co-founder and CEO, the findings of the report validate a crucial shift in holiday marketing dynamics. “Holiday 2025 proved that AI commerce is now a major channel, which requires a fundamentally different playbook. The brands winning here are those that have rewired their holiday strategy around high-quality, owned, and earned content.”
The data indicates a notable shift in AI-driven narratives, moving from prioritizing
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