Holiday shoppers are increasingly using AI chatbots to brainstorm gift ideas, compare products, and manage purchases. According to a survey of 600 U.S. consumers by Attentive, 67% of shoppers have used AI tools like Gemini, Perplexity and ChatGPT to manage their purchases in the last three months. This aligns with last year’s holiday season, when 72% of shoppers used AI to help find or purchase gifts. Common uses include brainstorming ideas based on interests and budget, narrowing product selections, comparing products, summarizing reviews, finding alternatives, staying within budget, locating deals, and assisting with checkout. Jema Birkmeyer, vice president of strategic sales at Attentive, said in a statement that retailers winning this holiday season will use AI to understand individual preferences and deliver personalized experiences. A Zeta survey of 2,000 AI users found that 74% would trust a holiday product recommendation from AI as much as a friend’s suggestion, 73% believe AI will make holiday shopping less stressful, 63% expect AI to help choose gifts more accurately, and 63% expect AI to reduce gift returns.