Chat-mas Miracle! AI Saves Brits from Last-Minute Gift Panic

More than half of British shoppers (55%) are turning to AI to rescue their Christmas shopping this year, with many relying on tools like ChatGPT and Gemini to help them find last-minute gifts and festive bargains, according to new research from Omnisend.

The study reveals that AI has become a secret weapon for overwhelmed shoppers, with a third (34%) using it for product research and more than a quarter (28%) asking AI for personalised gift recommendations. With people struggling to tick off Christmas lists amid busy schedules and endless sales, ChatGPT has quickly become a go-to “digital elf” for anyone needing inspiration in a hurry.

AI’s growing role in online shopping is not limited to advice. A fifth of shoppers (19%) say they use chatbots to hunt down and compare the best Christmas deals, cutting through confusing discounts and thousands of similar products. A quarter of people (27%) reported that AI has made festive browsing less overwhelming, with a further quarter (26%) even saying it offers better gift suggestions than searching on Google.

The trend comes as major tech platforms race to embed AI into the shopping experience. Amazon launched its own assistant, Rufus, earlier this year to help customers compare products, while ChatGPT continues expanding its commerce features. Omnisend predicts that AI adoption will surge even further after Christmas as we head into the January sales and will completely revolutionise the industry in 2026.

While AI has been a lifeline for stressed and time-poor shoppers, the research also shows strong unease about how much trust consumers are willing to place in it, particularly at a time when spending is at its highest. One in three Brits (32%) say they would not trust AI to make purchases on their behalf, while 37% believe AI is removing the human touch from shopping, raising concerns about the future of the festive retail experience. Almost half (42%) also worry about privacy and data security when sharing personal information with AI tools.

Marty Bauer, retail and ecommerce expert at Omnisend, comments: “With just days left until Christmas, shoppers are hitting peak panic mode, and that’s where AI is stepping in as a digital elf. These chatbots have become part of the everyday lives of millions of Brits, so it should come as no surprise that they are now helping people cut through the noise and help with last-minute gifting, offering ideas and steering them towards the best deals without the stress.

“Most of us don’t have hours to scroll through websites or compare dozens of products. AI is doing that heavy lifting in seconds, narrowing the choices and helping shoppers stick to their budgets. We are seeing shoppers input a few details about their loved ones, some of their interests in recent times, and a budget for gifts, and AI will deliver tailored results.

“Whether it’s suggesting gifts for tricky relatives or finding a bargain that still arrives on time, these tools act almost like a personal shopper in your pocket.

“But while AI can save time, it can’t replace the human touch. People are happy to take suggestions, they just don’t want a machine making decisions with their money. As AI becomes a bigger part of festive shopping, retailers must keep things transparent and make sure the tech helps rather than hinders.

“Consumers should also be cautious about the retailers that these chatbots are recommending, as there could be bias, and it will undoubtedly favour bigger retailers over smaller, independent ones.”