The question “What gift do you recommend for…” will be tapped into phones and computers countless times this festive period, as more people turn to AI platforms to help choose gifts for loved ones.
With a quarter of people in the UK using AI to find products, brands are increasingly adapting their strategies to ensure their products are recommended, especially those trying to reach a younger audience.
But can AI provide thoughtful, personalized suggestions for friends and family? The Guardian tested this idea.
First we tried to solicit potential gifts for a middle-aged man who loves running and photography. Market-leading chatbot ChatGPT recommends: a Canon lens for £129 from Argos; Cuspur Tennis Racket Sensor Tracker for £71.72 at Amazon; and a Boondocker recycled camera bag for £34.98. The AI platform stressed that the “ideal gift” would be a camera bag, as well as perhaps a tennis sensor tracker. It also offered experience ideas such as tennis coaching, whiskey tasting or live music.
When asked to work with a more limited budget he suggested tennis racket-emblazoned socks for £18, which were ugly and certainly not worth the high price.
The answers were largely skewed toward large online retailers, with seven of the nine initial suggestions coming from Amazon. Asking for ideas from more specialized companies I found a minimal tennis court print for £30 from a website called smart party shop and vague advice about buying from “Etsy or not the high street-type sellers”.
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A search for a woman who loves beauty products, DIY, and fitness again yielded some middle-of-the-road suggestions. However, wanting more cult selections it moved on to the £17.50 Odylic Rose Moisturizer Gift Set, which it described as “luxurious but not mainstream”. It also introduced a £30 Floris sandalwood and patchouli-scented candle, which it claimed was “more personal than any other lipstick”.
When asked to recommend DIY tools, she suggested a small, pink kit with some useless-looking pliers instead of the usual all-purpose tools like drills, sanders, and staple guns — a nod to the long-standing complaint that AI reinforces gender stereotypes.
The Guardian then instructed the AI to try shopping locally, using the example of homeware ideas in South London. ChatGPT said to try ALKEMI, an independent lifestyle store in NunheadWhen the area was narrowed down to Herne Hill two shops were suggested: Joe’s House and Forget Me Not and Green,
Trying other AI models didn’t show much difference in the quality of responses. A Google search on Gemini for gifts for a guy who likes chess, video games, reading and music, especially techno and house, turned up these top suggestions: a book on chess strategy for £22; £50 Bandcamp gift card; Or a hot sauce tasting kit for around £30-£40.
So what were the main findings from the exercise? The AI seems to favor big brands (especially Amazon) unless you tell it not to do so. It may find a gift for you, but it won’t necessarily say anything more than “it was chosen by an algorithm.” If you’re willing to spend the time to move it towards more relevant answers, you’ll probably have a little more luck, but then that’s the point.
