Holiday shoppers embracing AI helpers | Retail Customer Experience
Consumer Behavior
Holiday shoppers embracing AI helpers
Holiday shoppers are embracing AI assistants while prioritizing value and trust, according to the Cordial research report, “Holiday 2026: Consumer Shopping Insights.”
More than four in 10 consumers (42%) are at least somewhat likely to use AI tools such as ChatGPT or Claude during their holiday shopping this year. Millennials lead adoption, with 54% likely to use AI tools, compared with 19% of Boomers.
More than one-third of shoppers (34%) are comfortable allowing an AI agent to automatically complete holiday purchases based on their preferences and budget, including 13% who would trust AI to complete purchases without review. Younger generations lead this shift, with 49% of millennials and 44% of Gen Z expressing comfort with AI-assisted purchasing.
The research also revealed only 35% of shoppers expect to spend more this year and 23% expect to spend less, according to a press release.
“With the holiday season no longer defined by merely Black Friday and Cyber Monday, consumers will navigate a longer and more complex shopping journey where value, personalization and AI Assistants all play a role,” Rob Garf, head of strategy at Cordial, said in the release.
Cordial is an enterprise marketing platform used by Levi’s, Tapestry, L.L.Bean and Boot Barn.
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