Consumer Test Drive: Can AI Do Your Christmas Gift Shopping for You?
AI can assist in finding gifts but tends to favor big brands, especially Amazon, unless users explicitly steer it toward alternatives.
In a test involving a middle-aged man interested in running and photography, ChatGPT suggested various items including a Canon lens (£129) from Argos, a Koospur tennis racket sensor tracker (£71.72) on Amazon, and a Boondocker recycled camera bag (£34.98), which was identified as the "ideal present." It also proposed experiences such as tennis coaching, whisky tasting, and live music.
When prompts included budget constraints, the AI yielded lower-priced options like tennis racket–emblazoned socks (£18), although seven out of nine initial suggestions still came from Amazon.
Using niche retailers, AI generated results like a minimalist tennis court print (£30) from Smart Party Shop and gave vague guidance to purchase from Etsy or Not On the High Street–type sellers.
For categories such as beauty, DIY, and fitness, AI recommended products including an Odylique rose moisturiser gift set (£17.50) and a Floris candle (£30), described as more personal than typical lipstick choices. However, the DIY tools example revealed potential gender-stereotype bias, suggesting a pink small kit with pliers rather than more full-featured tools.
A local shopping test in south London highlighted retailers such as ALKEMI (Nunhead), with additional picks from Herne Hill’s Jo’s House and Forget Me Not And Green. Google Gemini suggested gifts like a chess strategy book (£22), a Bandcamp gift card (£50), and a hot sauce tasting kit (£30–£40).
Overall, AI generally favors larger brands unless specifically directed otherwise. While it can find gifts, its picks may not always be deeply personal, and steering it toward niche options can reduce convenience.
