NEW YORK — As artificial intelligence becomes a more prominent part of the shopping experience, consumers are increasingly open to using the technology to save time and money. However, they remain hesitant to let AI influence more personal holiday decisions, according to a new report from The Harris Poll.
The study, The Holiday Edit, examines how shoppers are approaching the 2026 holiday season, including their attitudes toward gift-giving, holiday traditions and AI-powered shopping tools. The findings suggest consumers view AI as a helpful assistant rather than a replacement for personal judgment.
Nearly two-thirds of holiday shoppers said they would welcome AI assistance with practical tasks such as comparing prices across retailers, finding promotional codes and identifying the best time to make purchases. The report found that consumers are particularly receptive to technology that helps them stretch budgets and navigate holiday shopping more efficiently.
At the same time, shoppers are far less comfortable allowing AI to take over decisions involving emotional connections and personal relationships. Fewer consumers said they would rely on AI to choose gifts for someone close to them, write holiday cards or make other decisions that require a personal touch.
The research points to a growing opportunity for retailers and brands to position AI as a tool that helps consumers narrow choices, discover products and simplify holiday planning without removing human involvement from the final decision.
Convenience remains a major priority this holiday season. Consumers are looking for ways to reduce the stress and workload associated with shopping, gift selection and hosting celebrations, according to the report.
Despite growing interest in technology, the study found that traditions continue to play a vital role during the holidays. Seventy-six percent of respondents said holiday traditions help them feel grounded when other parts of life are changing, highlighting the enduring importance of personal rituals and family connections.
“Consumers are ready to let AI do the math, but they want to keep the meaning for themselves,” said Jennifer Musil, global head of research at The Harris Poll. “Nearly two-thirds would welcome AI help comparing prices or finding promo codes. That permission drops when AI moves into personal territory, like choosing a gift for someone close or writing a holiday card. The opportunity is AI as a curator and time-saver, not a decision-maker.”
The findings underscore a key challenge for retailers and technology providers as AI adoption grows: shoppers are increasingly willing to accept automation that improves convenience and value, but they still want to maintain control over the decisions that define the emotional and personal aspects of the holiday season.
