This holiday season, Santa has competition. The smartest shopper in 2025 isn’t human, it’s algorithmic and already knows who has been naughty or nice.
Consumers have quietly accepted handing over the reins of discovery and decision, trusting AI to choose everything from gifts to greetings. What’s truly remarkable isn’t that shoppers are using AI; it’s how naturally they have let it in.
While consumers are forming relationships with digital co-pilots, most retailers are still in testing mode. The result is a widening empathy gap between what shoppers expect and what brands are actually delivering.
A new survey from Zeta found that 74% of shoppers trust AI recommendations as much as those from a friend, and 83% plan to use AI to help them shop this holiday season. But here’s the paradox: most keep it under wraps. Nearly two-thirds of consumers who used AI to choose a gift said they wouldn’t tell the recipient.
That’s not embarrassment, it’s uncertainty. Shoppers see AI as useful, but they’re still deciding how it fits into something as personal as giving. Retailers can help define that relationship.
The opportunity now is to move from AI adoption to AI alignment, helping customers understand and feel confident about how technology enhances their experiences.
Experiment with AI as a shopper co-pilot
Consumers are using AI, and they expect you to be using it too. If you haven’t already, now is the time to introduce AI-powered shopping assistants. Promote these tools as ways to save time and increase efficiency. But don’t let perfection hold you back. The survey showed that consumers are forgiving of AI mistakes and even feel less guilty about returns when AI was involved.
Bridge the gap between efficiency and emotion
A strong majority (73%) said that AI will make their holiday shopping less stressful. But there’s also an emotional split: 40% of consumers say AI makes shopping more “magical,” while 60% say it makes it more “mechanical.” The message is clear: AI can improve the journey but must preserve the joy.
Retailers should use AI to surface inspiration, not just transactions. Pair predictive logic with human tone, storytelling, and human voices. The goal is to help shoppers feel clever, capable, and connected—not replaced.
Lead with empathy and transparency
Consumers are ready for AI to make their shopping more personal, more efficient, and even more fun. They just need to know the brands they trust are doing it responsibly.
To help, clearly explain why they’re seeing what they’re seeing. Give context about how data is used and how recommendations are personalized. Retailers that are open about AI usage will strengthen trust, especially with educated shoppers who are more skeptical of automation. Transparency isn’t about disclaimers; it’s about building confidence in the partnership between brand and buyer.
Retail’s next evolution won’t be about replacing humans with AI. It will be about empowering consumers to shop, buy, and connect more confidently through technology.
Read this article to see the full survey findings, plus more recommendations for retailers.
