Over twice as many UK shoppers will use GenAI to help hunt for Christmas gifts during Peak Trading this year, the latest research by AI‑relevance platform, Coveo, has found.

Its study of over 6,000 shoppers in the UK, U.S. and ANZ revealed that more than seven in ten (71%) will put GenAI to work when Christmas shopping this year – an increase of more than two-fold in those planning to use the tech to find gifts when compared to 2024 (31%).

“Consumers are not just open to GenAI in their shopping journeys, they’re actively seeking it out,” said Peter Curran, GM of Commerce at Coveo.

But, rather than using AI as a ‘short-cut’ for Christmas shopping, Brits plan to remain thoughtful and considered when choosing festive presents.

With 85% of UK consumers saying they were concerned about their gift budgets being squeezed, most plan to use AI to search out the best deals and help stick to budgets.  39% plan on using GenAI for product and pricing comparisons, while a further 36% will use it to recommend gifts within a set budget. 

Consumer AI adoption presents an “opportunity for retailers to truly differentiate themselves, reduce shopper stress and drive conversions this holiday season by leaning into intelligent, conversational discovery,” Curran concluded.