AI adoption rises among French and British holiday shoppers

Consumers in France and the United Kingdom are increasingly turning to artificial intelligence to navigate the upcoming holiday shopping season.

In France, a study by Pollfish for Klaviyo indicates that 68% of consumers plan to use an AI assistant for their end-of-year purchases. Key uses include price comparison (34%) and seeking gift inspiration. Notably, AI is evolving from a recommendation tool to a functional one, with users beginning to utilize it to complete purchases directly.

In the United Kingdom, research commissioned by PayPal shows that 35% of people plan to use AI to assist with festive shopping, particularly for finding gifts for difficult-to-buy-for relatives. Approximately 39% intend to use AI for personalized recommendations and identifying trending items.

Both regions show a trend toward earlier shopping. In the UK, 61% of consumers expect to have started their Christmas shopping by Black Friday on November 27, with women leading the trend by planning to start as early as late October.