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Like many of us at this time of year, Josie Hughes wracks her brain to think of gifts for friends and family. However, last month she decided to try a different approach. Being familiar with artificial intelligence (AI), particularly through her work at the Institute of Analytics, she decided to see if AI could generate Christmas present ideas for her nine-year-old brother.
She asked ChatGPT for suggestions for a gift for a nine-year-old who loves the outdoors. “It recommended a slackline – like a tight rope – as well as a fishing kit and survival kit. He lives in a woodland area, and I was really impressed, I hadn’t thought of those gifts.
This year, Brits are expected are expected to spend £28.6bn on Christmas gifts, up from £27.6bn last year, according to research from comparison platform Finder, with an average spend of £596 per person.
A recent global survey by Accenture found that the vast majority (95%) of consumers agree that gen AI could help them find better gifts, while 90% value the recommendations that gen AI tools provide.
While many people will be turning to OpenAI’s ChatGPT and Google’s Gemini to source ideas, there are also dedicated AI gift generators attracting Christmas shoppers needing a helping hand this Christmas.
US-based affiliate site GiftList features an AI-powered gift list generator which, following information from the shopper about who they are buying for, and their interests, comes up with gift suggestions with links to products on its site.
In a way, services like those replicate how shopping used to be, says Linda Ellett, UK head of consumer and retail at accountancy firm KPMG.
For some, the AI experience has been a mixed shopping bag. London-based Polly Arrowsmith says she’s a good present giver, but her interest in tech meant she was intrigued to see how successful AI would be, and if it would trump her own ideas.
Overall, Ms Arrowsmith says she thinks AI would be a useful tool for someone who didn’t know where to start. “It’s a good starting point, but I feel like you need to know something about that person to begin with.”
The more specific you can be about what you’re looking for, the more relevant your product recommendations will be, says Dimitry Shevelenko, chief business officer at US-based Perplexity, an AI-powered ‘answer engine’.
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