Holiday shoppers increasingly are turning to artificial intelligence chatbots for gift ideas and product recommendations, but experts caution that over-reliance on these tools may diminish the personal joy of gift-giving and weaken shoppers' sense of ownership over their choices. 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.
Colleen Kirk, D.P.S., professor of marketing and management at New York Institute of Technology, notes 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. Kirk, who has researched psychological ownership—the feeling of a deep personal sense of possession toward a product or brand—as well as emotional responses to AI writing, 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.
As AI becomes more integrated into holiday shopping routines, the key is to use it as a tool rather than a replacement for personal thought and effort. Kirk's insights, featured by (NewsUSA), highlight the importance of balancing convenience with the emotional satisfaction of giving. For more information on Kirk's research and expertise, visit her faculty profile.
