More than a fifth of adults would trust AI over their partner to pick a Christmas gift for them.
With 100 days left until December 25, a poll of 2,000 adults found 22 per cent think the technology would know their likes and dislikes better than their other half.
Among those convinced AI tools, such as ChatGPT, Gemini and Claude, would outperform a partner or loved one, 47 per cent believe it’s because it could access more options.
While 38 per cent think it can analyse their interests more objectively and 36 per cent believe the technology remembers details about them better than their other half does.
A further 29 per cent think it knows and understands the trends they’re into more instinctively than anyone else.
It comes as the research commissioned by Forter, a trust intelligence platform for commerce, found 53 per cent of shoppers have used AI already, or are open to using it to find presents this Christmas.
It emerged 23 per cent of us receive an unwanted gift every year – most commonly from a family member (55 per cent) whilst 12 per cent have come to dread receiving disappointing presents, particularly from their partner.
Of those set to use AI for their shopping this year, 47 per cent said they would be most likely to use it when shopping for their partner, 25 per cent would turn to it for gift ideas for a friend, and 24 per cent for a sibling.
Jennifer Howard, Chief Merchant of Forter, which helps leading brands assess trust and risk across the online customer journey, said: “The ‘search bar’ is starting to look old-fashioned. People are asking AI to do the browsing, the comparing and the deciding for them.
“It’s quietly becoming the nation’s Secret Santa, less a shopping tool now and more a shopping companion.
“In fact, our research has found 39 per cent of shoppers are more likely to buy from a retailer who has an AI agent to help with the purchasing journey and that nearly doubles to 63 per cent among shoppers under 35 years old.
“Speed, convenience and security are still non-negotiables, especially during Christmas. Technology can spark the idea, but it’s shoppers who’ll decide how much of the actual buying they’re ready to hand over to AI agents.”
When asked what parts of the shopping process they would be comfortable letting AI tools handle fully autonomously, searching for gifts (42 per cent) and selecting gifts (21 per cent) came top.
Others are inclined to let AI handle shipping (15 per cent) and even buying gifts on their behalf (12 per cent).
The study found that buying presents which would be well-received is the biggest festive stress point for 43 per cent of us.
In fact, 25 per cent of those polled spend between three and five hours trying to find the perfect gifts, with a further 15 per cent spending more than 10 hours.
Meanwhile, 33 per cent cited managing finances and food preparation among the most stressful aspects of the festive season.
Among those using AI tools to relieve some of the pressure this year, 50 per cent would use it for gift inspiration, while 46 per cent would ask it to compare prices. Almost half (45 per cent) would use it to find deals and discounts and 29 per cent would do so to create shopping lists and source festive recipes.
Carried out via OnePoll, the study found 33 per cent believe the biggest benefit of using AI this year will be the time it could save.
While 29 per cent think it will provide better gift ideas, a further 29 per cent also said it could help them discover new products and brands.
Technology topped the list of gift options that shoppers would trust AI to help discover or buy, selected by 32 per cent, ahead of beauty products (26 per cent), books (22 per cent), and clothing (22 per cent).
In a ‘secret Santa’ move, 32 per cent of those likely to use AI this Christmas admitted they wouldn’t reveal they’d utilised it regardless of whether the recipient liked the gift while 17 per cent would only confess to using AI if the recipient did not like their gift.
Jennifer added: “AI is increasingly being used as a personal shopping assistant.
“This changing consumer behaviour means brands that make themselves easy to discover and trust, whether via a search engine or AI tool, will be the ones that benefit most this gifting season.”
TOP 10 WAYS PEOPLE PLAN TO USE AI THIS CHRISTMAS:
- Inspiration for presents
- Comparing prices of gifts
- Finding deals and discounts
- Product recommendations
- Creating shopping lists
- Recipes and cooking instructions
- Planning festive activities
- Inspiration for Christmas card messages
- Purchasing gifts
- Planning travel
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