One Tech Tip: Up your Christmas shopping game with AI tools

AI shopping assistants are transforming the way consumers find and purchase gifts this holiday season, evolving from last year’s novelties into sophisticated tools embedded across major retail platforms.

In recent weeks, retailers and tech companies have unveiled a new wave of AI-powered shopping features, just in time for Black Friday and the Christmas shopping rush.

Major retailers have embraced the chatbot revolution, with Amazon’s Rufus leading the way earlier this year. Walmart’s Sparky assistant can now analyze product reviews and make occasion-specific recommendations, while Target has released a temporary gift finder chatbot for the holiday season. Luxury retailer Ralph Lauren partnered with Microsoft to create “Ask Ralph,” an AI stylist offering personalized fashion advice.

These retail chatbots aim to replace traditional keyword searches with conversational shopping experiences. Users can describe what they’re looking for in natural language, either by typing or speaking. However, results can be inconsistent, particularly when searching for generic items rather than branded products.

For shoppers seeking options beyond a single retailer, major tech platforms have developed AI tools that search across multiple sites. OpenAI recently added “shopping research” capabilities to ChatGPT, designed to provide detailed buying advice for complex purchases like electronics. Google has significantly enhanced its AI Mode for shopping searches, organizing results from 50 billion product listings with visual and pricing information.

Google extended similar features to its Gemini app last month, while Perplexity launched a shopping assistant that refines recommendations based on previous searches. When tested with a simple search for a cotton flannel shirt, ChatGPT delivered the most comprehensive results, complete with comparison tables and detailed product information.

Virtual try-on technology has also received an AI upgrade. Google’s new feature allows shoppers in Australia, Japan, Canada, and the US to visualize clothing items on themselves by uploading a full-length photo. This technology simplifies what previously required complex 3D rendering or augmented reality, though it doesn’t work for accessories, swimwear, or lingerie.

For those seeking to minimize shopping effort, “agentic AI” tools can now handle transactions. Amazon offers an AI agent that can purchase products when prices drop to desired levels, while Google’s “agentic checkout” performs similar functions with select retailers including Wayfair, Chewy, and Quince. Amazon’s “Buy For Me” feature goes further, enabling purchases from external brand websites through Amazon’s checkout system.

For in-store shoppers, Google now offers an AI service that calls local stores to check product availability. Users can add “near me” to their search queries and tap “Let Google Call” to have the AI contact nearby retailers, though results may favor smaller local shops over major chains.

As AI shopping tools continue to proliferate, they’re poised to become an integral part of how consumers navigate the increasingly complex retail landscape, particularly during the high-pressure holiday shopping season.