As the holiday shopping season ramps up, many consumers are turning to artificial intelligence chatbots for gift ideas and product recommendations. 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 check AI for product recommendations this holiday season. But experts caution that while AI can be a helpful tool, it may also detract from the joy of gift-giving if not used thoughtfully.
Colleen Kirk, D.P.S., professor of marketing and management at New York Institute of Technology, has researched psychological ownership—the feeling of deep 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 feeling 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. She cautions that naming a chatbot further increases feelings of trust and connection, which may make shoppers more susceptible to the chatbot’s recommendations.
If an AI chatbot supplies gift ideas before shoppers have thought about the gift recipient themselves, shoppers may lose feelings of ownership and miss an enjoyable part of the process. Instead, 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 gift selection themselves.
Touch, such as handling an item at the store, may also add to the joyful experience of holiday gift giving by enhancing feelings of ownership. When shopping with AI agents, personally adding a gift to the cart and completing the purchase can preserve a sense of ownership. Kirk recommends adding a personal touch, such as a handwritten message or wrapping presents thoughtfully to potentially increase gift-giving joy.
Kirk suggests using AI to buy everyday purchases, like grocery necessities, 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. The implications are significant: as AI becomes more integrated into shopping, consumers must balance convenience with the personal touch that makes gift-giving meaningful. Kirk’s insights, shared as part of New York Tech faculty expertise, highlight the need for mindful AI use to preserve the joy of the season.
