As the holiday shopping season approaches, many consumers are turning to artificial intelligence chatbots for gift 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. While these tools offer convenience, experts caution that they may also undermine the personal joy of gift-giving.
Colleen Kirk, D.P.S., professor of marketing and management at New York Institute of Technology, warns that AI chatbots can create a false sense of human connection. “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. This human-like interaction can lead shoppers to trust AI recommendations too readily, especially if they name their chatbots, which increases feelings of psychological ownership and susceptibility to suggestions.
However, Kirk’s research on psychological ownership—the deep personal sense of possession to a product or brand—suggests that letting AI take over the gift-selection process may rob shoppers of an enjoyable experience. If a chatbot supplies gift ideas before shoppers have thought about the recipient themselves, shoppers may lose feelings of ownership and miss an important part of the process. Instead, Kirk encourages consumers to brainstorm their own gift ideas first, then use AI with specific criteria, such as “blue wool scarves under $100.” Shoppers can also ask their chatbot to suggest ideas they may have missed or to critique their choices before making the final selection themselves.
Physical touch also plays a role in the joy of gift-giving. Handling an item at the store can enhance feelings of ownership, so when shopping with AI agents, personally adding a gift to the cart and completing the purchase can preserve that sense of ownership. Kirk recommends adding a personal touch, such as a handwritten message or thoughtful wrapping, to potentially increase gift-giving joy.
For everyday purchases like groceries, using AI can free up time for more enjoyable holiday activities. AI assistants are also helpful for gift suggestions for acquaintances, such as an office Secret Santa, while leaving gift ideas for close friends and family to the human shopper. Kirk is one of many New York Tech faculty members lending their expertise to help tackle real-world challenges.
