AI is changing holiday shopping as we know it

62 percent of global shoppers now use AI chatbots as part of the shopping experience, with 57 percent of Brits using ChatGPT for product searches

With the holiday season already upon us, the increasing influence of artificial intelligence is set to change shopping behaviour beyond recognition. According to the latest “Consumer Sentiment Index Q3” study by Criteo, 44 percent of consumers globally primarily use AI for product comparisons, and 39 percent for price determination, demonstrating practical applications are the main reason for consumers using AI in shopping.

Advanced buying supported by agentic AI and full automation are on the horizon, but these habits indicate consumer comfort levels with the technology currently centre on the research stage. Building trust here will lay the foundations for agents completing discovery and purchase steps autonomously, reimagining commerce channels.

Holiday shopping starts earlier

The international survey of over 10,000 consumers also shows a clear trend toward earlier Christmas shopping. More than half of all shoppers worldwide are already thinking about Christmas gifts before the traditional shopping season even begins. UK consumers are actively participating in this global trend toward early planning. 60 percent of UK consumers were planning for their holiday shopping as early as Q3, well ahead of both Black Friday and the traditional holiday shopping season.

Black Friday deals attract new customers

In the UK, Black Friday presents an opportunity for retailers to attract new customers, with 8 in 10 shoppers prepared to purchase from online retailers they wouldn’t usually shop with. Retailers can drive engagement with enticing deals and relevant content that boosts chances of discovery over the sales peak.

Compared to last year, shoppers are more likely to shop online on Black Friday, primarily due to time savings and the ease of finding the best deals. In the UK, as many as 83% will make their purchases online, while 64 percent will want to take advantage of offers in brick-and-mortar stores.

AI is reshaping Christmas gift giving

AI is fundamentally changing the way consumers plan and carry out their Christmas shopping, with 62% of those surveyed globally finding AI-powered chatbots helpful when shopping online. For 57 percent of global consumers, ChatGPT has established itself as the leading tool.

Currently, 44 percent of consumers primarily use AI for product comparisons and 39 percent for price determination. Particularly relevant for the upcoming season: 50 percent of global consumers expect AI agents to make holiday shopping more convenient. In Europe, this expectation ranges from one-third to half of all respondents, with many also expecting AI to help them choose more creative gifts.

Image courtesy of Unsplash. Photo credit: Ron Dauphin.