With the holiday season approaching, many shoppers are turning to artificial intelligence chatbots for gift ideas and purchasing decisions. According to VML’s Future Shopper report, the majority of consumers have already tried using AI for shopping, and more than half worldwide plan to consult AI for product recommendations this holiday season. While these tools offer convenience, experts caution that they may also detract from the joy of gift-giving.
Colleen Kirk, D.P.S., professor of marketing and management at New York Institute of Technology, has researched psychological ownership—the feeling of personal possession toward a product or brand—and emotional responses to AI writing. She warns that today’s chatbots have very human-sounding responses, creating the illusion of shopping with a trusted friend. “With voices that mimic human inflections, tone, and emotional cadence, it's easy to forget that when you talk or text with your chatbot, you're not conversing with a human,” Kirk says. Naming a chatbot can further increase feelings of trust and connection, making shoppers more susceptible to its recommendations.
The implications for holiday shopping are significant. If an AI chatbot supplies gift ideas before shoppers have thought about the recipient themselves, shoppers may lose feelings of ownership and miss an enjoyable part of the process. Kirk encourages consumers to brainstorm their own gift ideas first—then check with AI using specific criteria, like blue wool scarves under $100. Shoppers can also ask their chatbot to suggest ideas they may have missed or poke holes in their choices before making the final selection themselves. This approach preserves the human element of gift selection while still leveraging AI’s capabilities.
Touch also plays a role in the joy of gift-giving. Handling an item at the store can enhance feelings of ownership, and when shopping with AI agents, personally adding a gift to the cart and completing the purchase can help maintain that sense of ownership. Kirk recommends adding a personal touch, such as a handwritten message or thoughtful wrapping, to potentially increase gift-giving joy.
Kirk suggests using AI for everyday purchases like groceries, which may free up time for more enjoyable holiday activities. AI assistants are also helpful for gift suggestions for acquaintances, like an office Secret Santa, while leaving gift ideas for close friends and family to the human shopper. As AI becomes more integrated into shopping, understanding its role in preserving the emotional satisfaction of gift-giving is crucial for consumers.
