Is artificial intelligence a good help when it comes to choosing gifts?

Many people are puzzled over what to give their loved ones for the holidays. Josie Hughes, who works at the Institute of Analytics, decided to try a new approach. Because of her experience with artificial intelligence (AI) in her work, she wondered if AI could help her come up with Christmas gifts.

A surprisingly smart assistant

Hughes, who lives in Eastbourne, says: “AI helps me at work every day, for example when writing e-mails because I have autism and ADHD. I thought, why not see if it can help me with Christmas shopping too?” She asked ChatGPT for ideas for her nine-year-old brother, who loves outdoor activities. “Surprisingly, it proposed a slackline, but also a fishing set and a survival kit. My brother lives in a wooded area, and I was really impressed by these suggestions. I hadn't thought of that myself.”

Growing trend in digital shopping

Research shows that Britons are expected to spend £28.6 billion on Christmas gifts this year, up from last year. On average, each person spends around £596. More and more people are using AI to inspire their Christmas shopping. A global survey by Accenture shows that 95% of consumers believe AI can help them find better gifts.

Special AI gift tools

In addition to well-known AI assistants such as ChatGPT and Google's Gemini, there are also specialized AI gift generators. GiftList, an American website, has developed an AI-driven gift list generator. After entering information about the recipient and their interests, the tool makes suggestions with direct links to products.

Personal touch or impersonal approach?

Jon Jaklitsch, CEO of GiftList, sees the tool as a helpful assistant: “It's meant to be a sounding board, not a substitute for personal attention.” KPMG's Linda Ellett compares these services to the traditional shopping experience: “You used to go into a store and ask for advice. Online shopping missed that aspect, but AI is now bringing it back.”

Mixed experiences

Not everyone is equally enthusiastic about AI-driven gift suggestions. Polly Arrowsmith from London tested ChatGPT to find gifts for her family. “For my sister, the suggestions were rather vague and generic. For my partner, it was surprisingly specific, but for my 83-year-old father, it was too much based on stereotypes about older people,” she says.

Tips for using AI effectively when shopping

Dmitry Shevelenko of Perplexity, an AI-powered search engine, advises: “The more specific you are in your search, the more relevant the recommendations will be. Include details about who you're buying for and what their interests are.”

AI seems to be a promising tool for finding gifts, but it's still important to use your own knowledge and insight to make a truly personal gift.