Survey: 83% of AI users plan to use it for holiday gift searching
Consumers plan to lean into artificial intelligence-based tools to help them find products this holiday season, despite some feeling that it makes gift giving less special.
More than eight-in-10 (83%) respondents in a new survey of weekly AI tool users from AI marketing cloud provider Zeta Global said they plan to use the technology to assist with their holiday purchases this year. Notably, roughly three-quarters (74%) now trust AI gift recommendations as much as advice from friends.
Seventy-three percent of respondents believe AI will make holiday shopping less stressful this year, while the same amount (73%) said they feel comfortable providing AI with personal details about their loved ones. Seventy-percent like the idea of friends and family using AI for gift recommendations, while only 2% dislike it. Almost two-thirds (63%) of those surveyed expect AI to reduce the number of gift returns this holiday season.
“AI is fundamentally reshaping consumer behavior,” said David A. Steinberg, co-founder, chairman and CEO of Zeta Global. “Shoppers are no longer just influenced by algorithms, they’re actively inviting them into their decision-making. For retailers, the message is clear – the future of loyalty will be powered by intelligence that feels personal.”
Despite the planned usage, many consumers feel that AI tools will take some of the “magic” out of the holidays. More than two-thirds (68%) believe a gift feels more special when chosen entirely by a person, without AI involvement. Sixty percent said that using AI makes holiday shopping feel more “mechanical than magical,” and 62% would not tell a loved one if AI helped them select the perfect gift.
[READ MORE: Survey: Discounts, promotions and free shipping to drive holiday purchases]
"The 2025 holiday season marks a turning point," said Pamela Lord, president of customer relationship management at Zeta Global. "AI is no longer experimental, it’s essential. Retailers who leverage AI to deliver real-time, hyper-personalized experiences that guide customers to the perfect purchase will win loyalty and revenue; and those who wait risk being left behind.”
Zeta Global’s survey was conducted online in September 2025 among 2,000 U.S. adults who report using AI tools at least weekly.
