Gen Z, millennials trust AI tools for gift brainstorming, finding lowest prices
A new survey reveals just how popular artificial intelligence tools are expected to be with younger consumers this holiday season.
One-in-three consumers plan to use AI as part of their holiday shopping this year, with adoption highest among Gen Z (56%) and millennials (50%), according to new research from UserTesting and Talker Research. Nearly two-thirds (64%) of consumers now trust AI tools as much as, or more than, friends and family for gifting advice, rising to 76% among Gen Z.
According to the survey, the ways shoppers are using AI include brainstorming gift ideas (39%), finding the lowest prices (37%), getting direct product links (36%) and checking whether a deal is truly worthwhile (30%).
[READ MORE: Survey: Holiday shoppers to hunt for discounts amid higher prices]
“Think of AI as the holiday sidekick we didn’t know we needed,” said Bobby Meixner, VP of solution marketing at UserTesting. “It’s giving shoppers fresh ideas, uncovering smarter deals, and helping them put more meaning into every gift. That’s why younger generations are leaning in; it makes tradition more fun and thoughtful.”
While shoppers are embracing AI, concerns remain around data privacy (25%), scams (19%) and the lack of human touch (19%). Still, Gen Z (81%), millennials (70%), and even a majority of Gen X (56%), all believe AI will transform how they shop within the next three years.
Additional findings
In addition to AI, social media platforms are also influencing younger consumers’ decisions. Gen Z reports buying between 11 and 15 products this past year inspired by TikTok Shop, Instagram, Facebook Marketplace, or livestream content, while millennials bought between one and five.
Despite economic headwinds, consumer optimism remains strong, as nearly two-thirds (63%) of all shoppers plan to participate in Black Friday this year, rising to 83% of Gen Z and 77% of Millennials. Half of Gen Z (54%) and nearly half of millennials (46%) expect to increase their spend year over year.
A majority of shoppers are already planning ahead, as 64% of U.K. shoppers, 59% of U.S. shoppers, and 55% Australian shoppers say they are already setting aside money ahead of Black Friday.
Even as participation remains high, many shoppers question the value of Black Friday. Thirty-six percent of those surveyed said the deals are no better than those found year-round. Optimism is higher among Gen Z (50%) and millennials (41%), who remain convinced Black Friday offers the best bargains on gifts.
The holiday survey was commissioned by UserTesting and conducted by Talker Research. A total of 4,000 consumers were surveyed between Sept. 8-16, 2025, including a nationally representative sample of adults (18+) across the U.S. (2,000), Australia (1,000), and the U.K. (1,000).
