As The Bismarck Tribune reported, the holiday shopping journey is shifting as consumers increasingly rely on artificial intelligence to research and evaluate gifts before ever seeing a traditional advertisement.
During November and December of 2025, Americans spent a total of $257.8 billion online, according to data from Adobe. That massive digital spending has prompted advertisers to closely monitor how gift lists take shape. Specialized agencies focusing on search engine optimization, paid media, and AI search optimization—such as elk Marketing—are deploying AI tools to help analyze campaign performance and manage advertising budgets. Because shoppers now turn directly to conversational AI for gift ideas, these agencies must understand how brands enter the conversation long before a consumer encounters a standard paid ad.
Holiday shoppers utilize various methods to discover and compare potential gifts, and artificial intelligence provides a conversational approach to narrow down choices. For instance, OpenAI’s shopping research asks users follow-up questions and compares product features to help refine selections before delivery deadlines approach. Instead of traditional browsing that requires visiting multiple websites and reading separate reviews, shoppers can ask questions, compare options, and make decisions entirely within an AI conversation. While a strong search ranking remains important, it no longer guarantees inclusion in an AI-generated shortlist.
Being visible in search results does not automatically mean earning a click. A study of 900 U.S. adults conducted by the Pew Research Center in March 2025 found that traditional Google results received clicks on eight percent of visits when AI summaries were present, compared to fifteen percent of visits without them. Researchers noted this was not shopping-specific research and could not establish direct cause and effect. Furthermore, paid visibility differs significantly from an AI recommendation. OpenAI states that its shopping results are selected independently of advertising, relying instead on shopper preferences, pricing, product descriptions, and reviews. Consequently, advertisers are advised to connect their campaign planning directly with the information shoppers can find online about their products, as a larger advertising budget cannot secure a recommendation and no universal formula dictates AI product selection.
Beyond research, AI assistants are expanding capabilities to take further actions. Meta announced that its tool, Muse, can make purchases with user approval, establishing retail connections with major companies including Walmart and Best Buy, though retailer participation does not yet establish widespread adoption. Similarly, Amazon utilizes Alexa for Shopping to allow customers to track packages and check order statuses conversationally, extending assistance well beyond the initial checkout phase.
To understand how products reach a shopper’s shortlist, businesses can test queries using different budgets or features while observing whether availability, reviews, and familiar brand names influence the suggestions. Improving product visibility in AI answers—often referred to as answer engine optimization—begins with fundamental SEO practices, such as ensuring web pages are accessible and contain useful, original content. Google warns that inaccurate product information, such as outdated pricing or missed delivery deadlines, can prevent listings from appearing and undermine gift recommendations.
Businesses must ensure the product information sent to shopping platforms matches their official websites across multiple areas. Companies can utilize product feed management tools while staff resolve discrepancies and monitor holiday exceptions. Additionally, OpenAI’s review summaries draw directly on public websites, incorporating customer feedback into the information shoppers encounter, though the company cautions that these reviews are not independently verified. Marketers are encouraged to compare customer feedback with expert commentary, independent comparisons, and retailer descriptions to understand how external sources shape AI product descriptions.
Ultimately, marketers must evaluate sales across the entire shopping journey rather than relying solely on clicks and impressions. Adobe measured a 693.4 percent annual increase in AI referrals to retail sites during the 2025 holidays, though this metric measures clicks from AI tools rather than every purchase influenced by them. Experts advise maintaining a balanced approach by keeping paid search, social, and display advertising alongside organic search and AI discovery, ensuring automated content accurately reflects brand trust.
