AI for Holiday 2026: What’s Real vs. What’s Next

Retailers have made big bets on AI, and Holiday 2026 is the first season where brands have deployed it at scale online, inside the store and behind the scenes. But not every capability is ready for Peak Season. 

This report separates the AI that’s driving real results from what’s still finding its footing. Industry analysts, retailers and retail tech leaders weigh in on what pays off now and what to watch heading into the holiday season. 

What You’ll Learn 

• Why AI shopping assistants rank as the No. 1 digital investment priority for retailers over the next three years. 

• The split between foundation models like ChatGPT and Gemini and retailer-specific AI discovery tools, and what it means for gift guides and product search. 

• Where back-office AI delivers: pricing optimization, demand forecasting and real-time inventory visibility. 

• Why in-store AI pilots succeed at The Vitamin Shoppe and Instacart while widespread adoption stays out of reach. 

• Trends shaping the future: quick commerce, BOPIS basket expansion and AI-powered smart glasses. 

Download the report.