One in five Brits feel AI would choose better Xmas presents for them than partners Forter research
More than a fifth of Brits would trust AI over their partner to pick a Christmas gift for them. A Forter poll of 2,000 people found 22% think the technology would know their likes and dislikes better than their other half.
Among those convinced AI tools, such as ChatGPT, Gemini and Claude, would outperform a partner or loved one, 47% believe it’s because it could access more options. While 38% think it can analyse their interests more objectively and 36% note the technology remembers details about them better than their other half does.
A further 29% think it knows and understands the trends they’re into more instinctively than anyone else. The research found that 53% of shoppers have used AI already, or are open to using it to find presents this Christmas. 23% of us receive an unwanted gift every year - most commonly from a family member (55%) whilst 12% have come to dread receiving disappointing presents, particularly from their partner.
Of those set to use AI for their shopping this year, 47% said they would be most likely to use it when shopping for their partner, 25% would turn to it for gift ideas for a friend, and 24% for a sibling.
Jennifer Howard, Chief Merchant at Forter, says: “The 'search bar' is starting to look old fashioned. People are asking AI to do the browsing, the comparing and the deciding for them. It's quietly becoming the nation's Secret Santa, less a shopping tool now and more a shopping companion.”
“In fact, our research has found 39% of shoppers are more likely to buy from a retailer who has an AI agent to help with the purchasing journey and that nearly doubles to 63% among shoppers under 35 years old. Speed, convenience and security are still non-negotiables, especially during Christmas. Technology can spark the idea, but it's shoppers who'll decide how much of the actual buying they're ready to hand over to AI agents.”
When asked what parts of the shopping process they would be comfortable letting AI tools handle fully autonomously, searching for gifts (42%) and selecting gifts (21%) came top. Others are inclined to let AI handle shipping (15%) and even buying gifts on their behalf (12%). The study found buying presents which would be well-received is the biggest festive stress point for 43% of us.
In fact, 25% of those polled spend between three and five hours trying to find the perfect gifts, with a further 15% spending more than 10 hours. Meanwhile, 33% cited managing finances and food preparation among the most stressful aspects of the festive season. Among those using AI tools to relieve some of the pressure this year, 50% would use it for gift inspiration, while 46% would ask it to compare prices. 45% would use it to find deals and discounts and 29% would do so to create shopping lists and source festive recipes.
Carried out via OnePoll, the study found 33% believe the biggest benefit of using AI this year will be the time it could save. While 29% think it will provide better gift ideas, a further 29% also said it could help them discover new products and brands.
Technology topped the list of gift options which shoppers would trust AI to help discover or buy, selected by 32%, ahead of beauty products (26%), books (22%), and clothing (22%). In a ‘secret Santa’ move, 32% of those likely to use AI this Christmas admitted they wouldn’t reveal they’d utilised it regardless of whether the recipient liked the gift while 17% would only confess to using AI if the recipient did not like their gift.
Howard says: “AI is increasingly being used as a personal shopping assistant. This changing consumer behaviour means brands that make themselves easy to discover and trust, whether via a search engine or AI tool, will be the ones that benefit most this gifting season.”
2026 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
