Britain’s festive shopping habits are undergoing a technological transformation, with new research showing that more than seven in ten consumers will use generative AI to help choose Christmas presents this year.
The sharp rise—from just 31 per cent in 2024 to 71 per cent in 2025—highlights how quickly AI is being woven into everyday retail decisions, from gift inspiration to budget management.
The findings come from Shoppers Say Yes to GenAI This Holiday Season, a survey of 6,000 consumers across the UK, US, Australia and New Zealand by AI search and personalisation company Coveo. Far from treating AI as a short cut, respondents said they expect tools to compare products, suggest budget-friendly options and recommend personalised gifts. For many, AI is fast becoming a practical ally in managing both cost pressures and the complexity of festive shopping.
The study also reflects the wider pressures facing UK households. Some 85 per cent of British consumers said they were already feeling the seasonal strain amid the ongoing cost-of-living squeeze. Yet most intend to maintain or increase their spending compared with last year, with three-quarters planning to give more or spend at least the same in 2025. Encouragingly for physical retail, 55 per cent of shoppers said they still plan to visit the high street for at least part of their Christmas shopping.
Adoption of AI-led shopping is strongest among younger generations, with nearly nine in ten Gen Z and Millennials planning to use the technology, though more than half of Baby Boomers are also open to trying it. For retailers, Coveo’s findings send a clear signal: consumers are not only ready for generative AI shopping tools, they are actively seeking them out. Those who fail to embrace the technology risk missing a major opportunity to ease shopper stress, build loyalty and boost holiday sales.
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Millions of Brits to use generative AI for Christmas gift shopping in 2025