Consumers increasingly rely on artificial intelligence chatbots to generate gift ideas and streamline holiday shopping, but a marketing expert warns that this convenience may come at a psychological cost. 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 can save time, they may also erode the feelings of ownership and joy that come from selecting gifts personally.
Colleen Kirk, D.P.S., professor of marketing and management at New York Institute of Technology, has researched psychological ownership—the deep personal sense of possession to a product or brand—and emotional responses to AI writing. She cautions that today’s chatbots have very human-sounding responses, creating the feeling of shopping with a trusted friend. “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. Naming a chatbot further increases feelings of trust and connection, which may make shoppers more susceptible to its recommendations.
If an AI chatbot supplies gift ideas before shoppers have thought about the gift recipient themselves, shoppers may lose feelings of ownership and miss an enjoyable part of the process. Instead, Kirk encourages consumers to brainstorm their own gift ideas first—then check with AI using specific criteria, like blue wool scarves under $100. Shoppers can also ask their chatbot to suggest ideas they may have missed or poke holes in their choices before making the final gift selection themselves.
Touch, such as handling an item at the store, may also add to the joyful experience of holiday gift giving by enhancing feelings of ownership. When shopping with AI agents, personally adding a gift to the cart and completing the purchase can preserve a sense of ownership. Kirk recommends adding a personal touch, such as a handwritten message or wrapping presents thoughtfully, to potentially increase gift-giving joy.
Kirk suggests using AI to buy everyday purchases, like grocery necessities, which may free up time for more enjoyable holiday activities. AI assistants are also helpful for gift suggestions for acquaintances, like 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.
