Millions of Brits to get Christmas presents chosen by AI as we flip to robots for assist
A study by Braze found that one in eight under-35s are planning to use AI shopping assistants to choose gifts for their friends and families this year
Don’t tell Santa but AI will decide what millions of Brits get for Christmas this year. A study found that one in eight under-35s plan to use artificial intelligence shopping assistants to choose gifts for loved ones.
While overall, nearly one in 10 Brits of all ages will turn to the machines for inspiration when choosing Yuletide presents.
But Brits are divided over whether AI bots really are better at finding the perfect pressie for that hard-to-please friend, relative or spouse. Nearly a third of 25 to 34-year-olds reckon they will find a more personalised present via AI.
However, the same number of under-35s – some 32% – doubt the technology can trump our own instincts and intimate knowledge of loved ones’ tastes.
And older Brits are the most sceptical about the tech, with three in five over-55s dubious about the benefits of using machine-learning bots when it comes to Christmas shopping.
Just one in 10 from the age group believe AI shopping assistants will provide greater “personalisation” when gift buying. While more than three in 10 over-55s said they were “unsure” about the technology.
A spokeswoman said: “The study of 2,000 nationally representative UK adults from Braze, the leading customer engagement platform, finds that AI shopping assistants are expected to influence around 8% of Christmas gift purchases overall. But this figure masks a dramatic generational divide that is reshaping how Britons shop for the festive season.”
She added: “As the Christmas shopping season enters its crucial final weeks, new research reveals that nearly one in eight young Brits will turn to AI tools like ChatGPT to help find gifts. But most consumers remain unconvinced that artificial intelligence will make their shopping experience feel more personal.”
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