How AI shaped holiday shopping and what it means for content in 2026
Blog post from Sanity
In 2025, a significant shift in shopping behavior occurred as AI assistants like ChatGPT and Gemini drove a substantial increase in sales, with AI-influenced orders amounting to $67 billion during Cyber Week, highlighting a growing reliance on AI tools. Despite this trend, many brands lagged in adopting AI, prompting a need for streamlined content operations that integrate web, mobile, and AI platforms from a single structured foundation. The text emphasizes how traditional content management practices are becoming obsolete, advocating for a centralized content model that utilizes tools like Sanity to enhance AI functionality and efficiency. By making content easily accessible and AI-ready, brands can capitalize on personalized customer interactions and maintain a competitive edge. As the 2026 shopping season approaches, businesses are urged to prepare by updating their content systems to accommodate AI demands, ensuring they are ready for the impending shift where AI shopping assistance is expected to become widespread. Those who fail to adapt may face challenges, while those who build a robust content infrastructure early on will likely lead in the evolving e-commerce landscape.