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Google says AI-powered shoppers now use ~13 touchpoints, up from 5.5, reshaping festive 2026 marketing
Our read
Google's longer-journey story will win it a larger share of festive 2026 retail media budgets, but the 1.6x ROI claim will be contested until outside measurement backs it.
For operators
Plan festive 2026 media for a journey of about 13 touchpoints rather than 5.5, with YouTube and Search presence in Tier 2+ markets and PMax for Store Goals to drive store visits, but run your own incrementality test before accepting Google's self-reported 1.6x ROI over paid social.
Watch
Independent or advertiser-published incrementality results that confirm or contradict the 1.6x ROI versus paid social
Ask next
What else has Google done in the last three months?The report,
Google's Ankhee Bhakoo said AI-powered consumers now use almost 13 touchpoints, up from 5.5 earlier, at ET DigiPlus Fest 2026. She outlined a festive playbook using YouTube, AI Asset Studio, Commerce Media Network and PMax for Store Goals.
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Channel facts
From the report. Source details below
| Tier 2 and beyond users browsing Google and YouTube: | 85% |
|---|---|
| AI Mode/Overviews users making faster, confident decisions: | 87% |
| YouTube Shorts viewers not opening Instagram Reels: | 45% |
| Google Shopping Graph product listings: | 60 billion |
| ROI uplift of Google plus YouTube vs paid social: | 1.6 times |
| Gen Z consumers on Google and YouTube: | 9 in 10 |
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