By Sarah Marsh
Publication Date: 2025-12-10 13:01:00
The question “Which gift do you recommend…?” is being tapped countless times on phones and computers this festive season as more and more people turn to AI platforms to help choose gifts for their loved ones.
With a quarter of Brits using AI to search for products, brands are increasingly adapting their strategies to ensure their products are the recommended ones, particularly when trying to reach younger audiences.
But can AI make thoughtful, personal suggestions for friends and family? The Guardian put the idea to the test.
First, we tried to ask about possible gifts for a middle-aged man who loves running and photography. Market-leading chatbot ChatGPT suggested: a £129 Canon lens from Argos; a Koospur tennis racket sensor tracker for £71.72 on Amazon; and a recycled Boondocker camera bag for £34.98. The AI platform insisted that the “ideal gift” was the camera bag and perhaps the tennis sensor tracker. Experience ideas such as tennis coaching,… were also included.
