Like many of us, Josie Hughes works hard to think of presents for her loved ones during this time of year.
Last month, however, she decided to try a different approach.
Given her knowledge of artificial intelligence (AI), which she gained from her job at the Institute of Analytics, she decided to find out if AI could come up with suggestions for Christmas presents for her nine-year-old sibling.
Ms. Hughes, a resident of Eastbourne, states, “I frequently utilize AI in my professional life, such as assisting with email writing, as I struggle with autism and ADHD.” “And I was wondering if it could be of assistance to me, given that Christmas is approaching,” she says.
She asked ChatGPT for recommendations on gifts for a nine-year-old who is passionate about the environment.
“It advised the use of a slackline, which is a type of tight rope, in addition to a survival kit and fishing kit.” The fact that he lived in a wooded region really intrigued me; I had not previously thought of such advantages.
“I find it challenging to navigate the internet; I am not interested in the hassle.” There are significant labor savings as a result. It is better than depending just on Google for suggestions.
Consequently, she will be gifting him a slackline for Christmas.
Finder, a comparison website, predicts that British consumers will spend £28.6 billion on Christmas presents this year, up from £27.6 billion last year. Each individual spends an average of £596.
More people are incorporating Gen AI into their purchasing processes and using it as inspiration for this year’s Christmas gift choices.
90% of customers value the recommendations that Gen AI tools provide, and the vast majority of consumers (95%) agree that Gen AI could help them choose better presents, according to a recent global poll by Accenture.
While many people will primarily find inspiration in OpenAI’s ChatGPT and Google’s Gemini, there are other AI gift generators designed specifically to assist Christmas shoppers in need this year.
Artificial intelligence powers a gift list generator on the US-based affiliate website GiftList. Based on the shopper’s tastes and the person they are buying for, this generator creates gift suggestions that include links to items on the website.
The company first introduced the AI gift chatbot a year ago, but since then, it has undergone improvements to provide a more conversational experience.
“We couldn’t revisit the subject before it generated five concepts.” According to the company’s CEO, Jon Jaklitsch, “We found that people wanted that.”
The organization has about 50,000 retailers working with it.
But what would he say to people who might think it’s a cold or careless way to purchase Christmas presents?
“Its purpose is to act as a helpful assistant.” It’s what he calls a “sounding board.”
Other businesses like Cool Gift Ideas and MyMap.AI pose a serious threat to GiftList.
Services like these, according to Linda Ellett, UK director of consumer and retail at accounting company KPMG, are similar to the previous shopping experience.
“This was the previous state of affairs with retailers.” When looking for a specific item, like a birthday present for your niece, you used to ask a store staff for help. This allows them to add that element, which they never had online.
She thinks that generation AI systems have the ability to drastically change how we browse for products.
“If this becomes the standard, it will result in significant changes in the way consumers are directed to the websites of retailers and raise questions about the costs of advertising and sponsored links through search engines,” says Ellett.
For certain individuals, their experience with AI has yielded mixed results.
Located in London, Polly Arrowsmith claims to be a skilled gift-giver, but her interest in technology prompted her to explore whether artificial intelligence will outperform her own ideas and turn out to be a worthwhile venture.
She used ChatGPT in November of this year to get suggestions for her sister and father.
“The director of marketing stated that my sister, who is 60 years old and works a stressful job, enjoys Neom candles, walking, and relaxation.”
“The findings, which included a tote bag, notebook, and posters with motivational sayings, were generic, and the recommendations were ambiguous. If I gave my sister similar things, she would probably think I was crazy. It didn’t offer any particular goods.
But when it came to coming up with ideas for her partner—whom she described as a 47-year-old man with a penchant for technology—it was oddly specific.
“I was impressed by the fact that it suggested a specific pair of noise-canceling headphones that I believed he would enjoy.”
When she asked for recommendations for her 83-year-old father, who enjoys reading, culture, and taking walks, she says the answers were too generic.
“We assumed he would value a meal delivery service, a personalized walking stick, or a foot massage machine.” It evaluated his age instead of his hobbies. At eighty-three, the assumption was that he was in a state of physical decline. Nonetheless, he is incredibly fit and belongs to two walking groups.
Ms. Arrowsmith thinks AI would generally be a useful tool for someone who wasn’t sure where to start.
“It is a solid starting point; however, I believe that you should have a basic understanding of that individual.”
So, are there any hidden secrets to using AI to make purchases?
According to Dimitry Shevelenko, the chief business officer of Perplexity, an AI-powered “answer engine” in the United States, the more specific your search, the more relevant your product recommendations will be.
“We recommend that you include information about the recipient and their interests.” Instead of asking for the “best coffee maker,” for instance, you may query, “What is the best espresso machine under £500 that also includes a coffee grinder?”
He asserts that approximately 10% of all Perplexity queries during Black Friday had to do with shopping.
“Since this is the busiest shopping season, we expect this rate to remain consistent as we approach the holidays.”
