Shoppers Say Yes to GenAI Gifting Guidance

By Sheerine Reid, Dir​​​​​​​ector of Product Marketing, Coveo

Search remains the starting point for most holiday shoppers, and it’s evolving fast. Thirty-four percent of consumers start their journey on a retailer website or marketplace, and another 31% use a search engine, making it the most common first step. Only 3% currently start with an AI assistant, but that small number is significant, signaling the start of a long-term shift toward conversational, context-aware discovery.

Traditional keyword search still dominates, but it’s losing ground to experiences that feel intuitive and personal. Instead of typing keyword-based queries, shoppers increasingly want to ask natural, conversational questions like “What’s a thoughtful gift for my dad who loves cooking?”

The shopper mindset is starting to shift. People want to shop the way they think and that means retailers need to evolve from transactional search to generative discovery.

The data tells a clear story: interest in generative AI has surged since last year. The report shows 63% of shoppers are at least curious about using a ChatGPT-style assistant for product discovery. Among those who’ve already tried it, 91% say they’d use it again, showing strong satisfaction after even limited exposure. Younger shoppers are especially enthusiastic — 81% of Gen Z and 80% of Millennials express interest in generative tools to find better gift ideas and reduce shopping stress.

As shoppers experiment and start to see real value, curiosity is turning into a behavioral shift. Retailers that integrate generative guidance now will meet shoppers where they’re already headed.

Holiday gifting can be emotionally charged and shoppers want their gifts to feel thoughtful and personal. Yet 86% of shoppers say they’re stressed about holiday shopping, and decision fatigue is real. That’s where AI can have the biggest impact.

The report found that shoppers most often turn to AI for comparing products (35%), getting product recommendations within budget (35%), and learning more about what they’re buying (31%). Each of these moments is an opportunity to reduce friction and increase confidence.

Holiday shoppers aren’t looking for novelty; they’re asking for help. Retailers that design AI experiences around utility will earn both trust and transactions. Generative AI should feel like a good store associate, helping people to find the right thing faster, not overwhelm with endless options.

Even the most advanced AI can’t replace the trust a brand has worked hard to earn. When asked what draws them to buy from a brand’s website, 61% of consumers cited better product information and quality, followed by secure payment options (31%).

Generative product discovery can help to strengthen both. It can surface product information, relevant reviews, and accurate comparisons. These are the same elements that make shoppers feel informed and secure in their choices.

Transparency is the foundation of AI success. The best systems don’t just predict what shoppers might want, they help them understand why.

The 2025 Global Holiday Shopper Report makes one thing clear: consumers are ready for smarter, more intuitive experiences. AI and GenAI are no longer “future technologies” — they’re fast shaping an evolution of how shoppers search, decide, and buy.

As AI reshapes the path to purchase, the opportunity and the challenges are clear. Here are three key priorities for commerce leaders this season:

1. Invest in relevance first. Generative experiences are only as good as the search foundation beneath them. If not grounded in relevant product data and content, AI can’t generate meaningful results.
   
   
2. Keep the experience grounded in value. Use AI to enhance, not distract. The best experiences solve real shopper problems, from narrowing choices to offering personalized guidance.
   
   
3. Design for human + AI collaboration. Shoppers often move between search, chat, and generative guidance within the same session. Make sure your experience feels cohesive across all touchpoints.

As shoppers navigate a season filled with choices, expectations, and emotions, they’re asking for one thing: help that’s truly helpful and doesn’t waste their time.

Generative AI can deliver that — simplifying the search, surfacing inspiration, and restoring confidence in every decision. In a year defined by discovery, the best gifts may be found not through scrolling, but through smart, conversational guidance that understands exactly what shoppers mean.

The future of commerce isn’t about replacing human touch, it’s about scaling it. Generative AI helps shoppers rediscover the joy of finding the right gift. And that’s something every retailer should want to enable.

Because when discovery feels effortless, everyone wins.