Gartner Marketing Survey Finds 34% of U.S. Consumers Are Willing to Use GenAI for Holiday Gift Recommendations
Business Wire•07/10/2026•09:36 ET
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Key Highlights
- ➤34% of U.S. consumers willing to use GenAI for holiday gift recommendations
- ➤77% of consumers plan to shop in stores during the holidays
- ➤75% of consumers plan to shop on Amazon during the holidays
- ➤AI users consult 4.48 inspiration sources versus 3.24 for nonusers
Expert Statements
Emily Weiss, Sr Principal Analyst in the Gartner Marketing practice
“AI is beginning to establish a role in the holiday shopping journey, but it is not replacing the channels consumers already use,”
Emily Weiss, Sr Principal Analyst in the Gartner Marketing practice
“Consumers who use AI for holiday shopping are also consulting a wider range of other sources, meaning marketers should prepare for more fragmented discovery journeys.”
Emily Weiss, Sr Principal Analyst in the Gartner Marketing practice
“Marketers should not treat AI shopping tools as a standalone channel,”
Emily Weiss, Sr Principal Analyst in the Gartner Marketing practice
“Consumers are layering AI onto existing shopping behaviors, making an already fragmented discovery journey even more complex. Marketers need to make products easy to discover and evaluate across AI tools, search, retailer websites, marketplaces and stores.”
Gartner Marketing Survey Finds 34% of U.S. Consumers Are Willing to Use GenAI for Holiday Gift Recommendations
Marketers Should Prepare for More Fragmented Discovery Journeys
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