Why one in five Brits would rather have AI pick their Christmas gifts

According to research from Forter, 22% of respondents believe AI tools like ChatGPT, Gemini, and Claude possess a superior understanding of their individual likes and dislikes. Among those favoring technology, 47% cite the sheer volume of options AI can access, while 38% value the software's ability to remain objective during the selection process. Another 36% pointed to the technology’s superior memory for personal details as a key advantage over their human counterparts.

Jennifer Howard, Chief Merchant at Forter, notes that the traditional search bar is increasingly being bypassed in favor of AI-driven browsing. "People are asking AI to do the browsing, the comparing and the deciding for them," Howard said. "It is quietly becoming the nation's Secret Santa." The shift is particularly pronounced among younger shoppers, with 63% of those under 35 stating they are more likely to purchase from retailers offering AI-assisted shopping journeys.

Finding a suitable gift remains a major source of festive anxiety, with 43% of participants identifying it as their primary holiday stress point. Many are now turning to technology to mitigate this, using it for gift inspiration, price comparisons, and sourcing deals. Despite this reliance, a segment of users remains discreet about their methods; 32% of those planning to use AI this year admitted they would not disclose their use of the technology to the gift recipient, regardless of whether the present was well-received.