As consumers increasingly turn to artificial intelligence for holiday shopping, a marketing expert warns that overreliance on chatbots could diminish the personal satisfaction of gift-giving. A VML’s Future Shopper report reveals that most consumers have already used AI for shopping, and more than half worldwide plan to consult AI for product recommendations this holiday season. But Colleen Kirk, D.P.S., professor of marketing and management at New York Institute of Technology, cautions that these tools should be used thoughtfully.
Kirk’s research on psychological ownership—the feeling of personal possession toward a product or brand—and emotional responses to AI writing suggests that chatbots’ humanlike voices can foster misplaced trust. “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,” she says. Naming a chatbot further increases feelings of connection, potentially making shoppers more susceptible to its recommendations.
If an AI supplies gift ideas before shoppers have considered the recipient themselves, they may lose feelings of ownership and miss an enjoyable part of the process. Kirk encourages consumers to brainstorm their own gift ideas first, then consult AI with specific criteria—such as blue wool scarves under $100. Shoppers can also ask the chatbot to suggest overlooked ideas or critique their choices before making the final selection themselves.
Physical touch, like handling an item in a store, can enhance ownership and joy. When using AI agents, personally adding a gift to the cart and completing the purchase helps preserve that sense of ownership. Kirk recommends adding personal touches, such as a handwritten message or thoughtful wrapping, to boost gift-giving joy.
For everyday purchases like groceries, AI can free up time for more enjoyable holiday activities. It is also useful for gift suggestions for acquaintances, such as an office Secret Santa, while leaving ideas for close friends and family to the human shopper. Kirk is among many New York Tech faculty members applying expertise to real-world challenges; more information is available at nyit.edu.
