(qlmbusinessnews.com Tues. 10th Dec, 2024) London, UK —
How Generative AI Is Transforming Holiday Shopping in the UK
As the festive season approaches, finding the perfect gift can often feel like a daunting task. For Eastbourne resident Josie Hughes, AI provided a novel solution this year. Josie, who works at the Institute of Analytics, decided to turn to ChatGPT to help her pick out a Christmas present for her nine-year-old brother.
Josie asked the AI for suggestions for a child who loves the outdoors. Among its recommendations were a slackline, a fishing kit, and a survival kit. Impressed by the creativity and relevance of the suggestions, Josie decided on the slackline. “It saved me so much time and offered ideas I wouldn't have thought of. It's far more efficient than trawling the internet or simply asking Google,” she said.
As the holiday season ramps up, many Brits are also turning to generative AI tools for gift ideas. A survey by Accenture revealed that 95% of consumers believe AI can help them find better presents, and 90% appreciate the recommendations provided by these tools.
Dedicated platforms like GiftList are also joining the trend. The US-based service uses AI to create personalised gift suggestions based on recipient details, linking shoppers to products across 50,000 retailers. Chief Executive Jon Jaklitsch views it as a modern twist on traditional shopping advice, akin to seeking help from a knowledgeable store assistant.
However, not all experiences with AI-generated gift ideas have been seamless. Polly Arrowsmith, a London-based marketing director, tried ChatGPT to brainstorm gifts for her family. While it offered specific and thoughtful suggestions for her partner, it fell short for others, including her 83-year-old father. “It assumed his age defined his interests, suggesting items like a foot massage machine, rather than considering his active lifestyle,” she explained.
Experts say specificity is the key to maximising AI's potential as a shopping assistant. Dmitry Shevelenko, from AI platform Perplexity, advises users to include detailed requirements when searching for product recommendations.
With British shoppers expected to spend £28.6 billion on Christmas gifts this year, AI-powered tools are reshaping the holiday shopping experience. While these tools may not replace personal insight, they are proving to be a helpful starting point for many.
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