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Google's Retail Holiday Playbook: How AI Can Drive Sales

Guavy AI Editorial Team Published August 22, 2026

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Google has released its retail holiday playbook for advertisers, highlighting four consumer shifts and four product workstreams. The document, built around survey data from Ipsos and a marketing mix meta-analysis from TransUnion, claims that AI-powered tools are essential for retailers to stay ahead in the competitive market.

The guide cites figures showing that 61% of shoppers used AI platforms or features last holiday season, while 64% wished they had used more. However, it notes that only 94% of those who did use AI found it valuable, and that AI Mode on Search has surpassed 1 billion monthly users.

Google also positions its own products as superior to competitors like ChatGPT, with 66% of Google Search users claiming they can easily verify information. The guide claims that running Google Search and YouTube campaigns together drove a 37% higher return on ad spend than all other media in aggregate.

Google's Retail Holiday Playbook: How AI Can Drive Sales

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