AI-powered tools are playing a growing role in Christmas shopping, with more consumers turning to chatbots to help them find gift ideas, compare products and narrow down choices. Services such as ChatGPT, Microsoft Copilot and Google Gemini are increasingly being used as starting points for gift searches, especially by shoppers short on time or inspiration.

Users say the tools are useful for generating personalised suggestions based on detailed prompts, such as hobbies, budgets or personality traits. Some shoppers have reported being directed to niche or specialist products they might not have discovered through traditional search engines or online marketplaces.

Retail and technology experts say this festive season marks a shift in how people shop, as AI moves from a novelty to a practical tool in everyday purchasing decisions. Chatbots can scan large amounts of information quickly, helping users compare options and filter out unsuitable items more efficiently.

However, the growing reliance on AI also raises concerns for retailers. Analysts warn that businesses may miss out on sales if their product data is incomplete or poorly structured, as AI recommendations depend heavily on accurate and accessible information. There are also ongoing questions around transparency, accuracy and whether AI tools always prioritise the best option for consumers.