Artificial intelligence is playing a bigger role than ever in the UK’s Christmas shopping season, with new research suggesting that millions of consumers are now relying on AI tools to find gifts, compare prices and even complete purchases. The findings point to a clear shift in shopping habits as digital assistants grow more capable and more deeply embedded in retail.
A growing appetite for AI powered shopping
Research from UK payments consultancy PSE Consulting shows that nearly half of adults now use AI tools regularly, and almost a quarter plan to use them for Black Friday and Christmas purchases. Younger shoppers are driving much of this growth, with 42 percent of those aged 18 to 34 expecting to turn to AI for festive buying.
What began as simple recommendation engines has evolved quickly. Many shoppers say they are now willing to let AI tools place orders and handle payments automatically. PSE found that 85 percent of those planning to use AI this season would trust an AI agent to manage an entire purchase from start to finish.
This shift comes as big retailers and tech companies introduce new tools designed to simplify the gift buying experience. Amazon, Google and Walmart have each rolled out AI assistants able to offer personalised suggestions, track price changes and guide shoppers through increasingly natural conversations. OpenAI has upgraded ChatGPT to help produce tailored buying guides based on detailed prompts, product reviews and user preferences.
How shoppers are using AI
AI’s role in shopping appears to fall into three main areas. The first is research, where tools help consumers quickly gather information about products that would normally take several searches to compile. The second is recommendations, with AI producing personalised lists of gifts based on age, lifestyle or previous buying habits. The third is deal hunting, where tools automatically track prices, alert shoppers to drops or make purchases when an item meets a set budget.
In the US, tools such as Google’s AI Mode can compare prices from billions of product listings, while Amazon’s assistant Rufus remembers past preferences to tailor searches. Several services also offer new ways to monitor prices, including advanced trackers that highlight discounts or set personalised alerts.
What people are buying with help from AI
Analysts predict that AI use is strongest in categories where choosing the right product can be time consuming. Toys, electronics, beauty items and jewellery are among the most popular areas for AI assisted shopping, especially during the Christmas rush. These products benefit from detailed comparisons, long lists of features or high variation in pricing.
Adobe Analytics expects AI assisted shopping in the US to rise by more than 500 percent this season, with the biggest spikes in the ten days before Thanksgiving. Similar growth is expected in the UK as consumer behaviour changes quickly.
Concerns and a growing divide
Despite rapid adoption, trust is still not universal. PSE’s research shows that many shoppers remain unsure about data privacy and fraud risks. Others worry that AI could select the wrong item or act without enough oversight. Older shoppers in particular remain cautious, with most saying they will not rely on AI tools at all this Christmas.
Retailers now face the challenge of supporting two different types of customer. On one side are digital first shoppers who value speed, automation and convenience. On the other are those who prefer traditional browsing and greater control.
What is clear is that AI will play a much bigger part in festive shopping this year than ever before. As tools improve and more retailers adopt them, the Christmas shopping season may continue to shift from manual searches to intelligent digital assistance.
