New Zeta research reveals AI shopping revolution has begun and now rivals friends and family as shoppers’ most trusted gift advisor
Zeta Global , the AI marketing cloud, released findings from a survey of 2,000 U.S. adults who use AI tools at least weekly, revealing a major shift in how Americans approach gift-giving. The survey found that 83% of respondents plan to use AI to assist with their holiday purchases this year, with 74% now trusting AI gift recommendations as much as advice from friends.
The findings signal a new reality for retailers. Consumers now expect AI-powered experiences that mirror the ease and intuition of personal recommendations. As shoppers turn to algorithms for advice once reserved for friends and family, brands that fail to meet this expectation risk losing both relevance and revenue.
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Beyond widespread adoption, the survey uncovered strong consumer confidence in AI for holiday shopping decisions:
- 74% would trust a holiday product recommendation from AI as much as a friend’s suggestion
- 73% believe AI will make holiday shopping less stressful this year
- 73% felt comfortable providing AI with personal details about their loved ones
- 70% like the idea of friends and family using AI for gift recommendations (just 2% dislike it)
- 63% expect AI to reduce the number of gift returns
“AI is fundamentally reshaping consumer behavior,” said David A. Steinberg, Co-Founder, Chairman, and CEO of Zeta Global. “Shoppers are no longer just influenced by algorithms, they’re actively inviting them into their decision-making. For retailers, the message is clear — the future of loyalty will be powered by intelligence that feels personal.”
“The 2025 holiday season marks a turning point,” said Pamela Lord, President of Customer Relationship Management at Zeta Global. “AI is no longer experimental, it’s essential. Retailers who leverage AI to deliver real-time, hyper-personalized experiences that guide customers to the perfect purchase will win loyalty and revenue; and those who wait risk being left behind.”
Yet the data reveals tension between efficiency and emotion when it comes to AI-assisted gift-giving:
- 68% believe a gift feels more special when chosen entirely by a person, without AI involvement
- 60% said that using AI makes holiday shopping feel more mechanical than magical
- 62% would not tell a loved one if AI helped them select the perfect gift
- Only 31% think AI will eventually know their loved ones better than themselves when it comes to gift-giving
The survey was conducted online in September 2025 among 2,000 U.S. adults who report using AI tools at least weekly.
