With the holiday shopping season approaching, many consumers are turning to artificial intelligence chatbots for gift ideas and product recommendations. 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. But while AI can offer convenience, experts caution that it may also strip away some of the joy and personal ownership associated with gift-giving.
Colleen Kirk, D.P.S., professor of marketing and management at New York Institute of Technology, has researched psychological ownership—the feeling of deep personal possession toward a product or brand—and emotional responses to AI writing. She warns 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. Naming a chatbot further increases feelings of trust and connection, which may make shoppers more susceptible to its 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 that 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. The implications are significant: as AI becomes more integrated into shopping, consumers must balance convenience with the emotional and psychological benefits of personal selection. Retailers and marketers should also recognize that while AI can drive efficiency, it may inadvertently reduce the emotional connection that leads to customer satisfaction and loyalty. Understanding these dynamics will be crucial for both shoppers and businesses in the evolving retail landscape.
