As the holiday season approaches, many consumers are turning to AI platforms for help in finding the perfect gifts for their loved ones. But can these algorithms provide thoughtful, personal suggestions? A recent test conducted by The Guardian put this idea to the test.
The first subject was a middle-aged man who enjoys running and photography. The market-leading chatbot ChatGPT produced some interesting results, but they were not particularly insightful. It recommended a range of products, including a Canon lens from Argos, a tennis racket sensor tracker from Amazon, and a recycled camera bag from Boondocker. However, when asked to work within a tighter budget, the AI suggested something that was hardly worth considering – tennis racket-emblazoned socks for £18.
This lack of nuance and sensitivity became apparent again when the subject was someone who enjoys beauty products, DIY, and fitness. The AI provided some decent suggestions, but it also steered towards more niche brands, which may not be the best fit for many consumers. It recommended a luxury-looking moisturiser gift set from Odylique, but only mentioned that it was "luxurious but not mainstream". Similarly, when asked to recommend DIY tools, the AI suggested something rather obscure and impractical.
Perhaps most disappointing were the results of searching locally in south London. When asked for homeware ideas, the AI recommended a small, independent store called ALKEMI, only to suggest two shops – Jo's House and Forget Me Not And Green – when the area was narrowed down further.
Other AI models also failed to impress, with Google's Gemini suggesting some generic gift ideas, such as a book on chess strategy or a hot sauce tasting kit. While these may be decent suggestions in their own right, they lack the personal touch that consumers are often seeking.
So what can we take away from this exercise? It appears that AI platforms still have a way to go when it comes to providing thoughtful and relevant gift ideas. Unless you're willing to spend some time steering the algorithm towards more specific answers, it's likely to default to bigger brands – or in this case, Amazon. The real benefit of using an AI for gift shopping may be finding something that says "an algorithm picked this", rather than a truly unique and meaningful present.
The first subject was a middle-aged man who enjoys running and photography. The market-leading chatbot ChatGPT produced some interesting results, but they were not particularly insightful. It recommended a range of products, including a Canon lens from Argos, a tennis racket sensor tracker from Amazon, and a recycled camera bag from Boondocker. However, when asked to work within a tighter budget, the AI suggested something that was hardly worth considering – tennis racket-emblazoned socks for £18.
This lack of nuance and sensitivity became apparent again when the subject was someone who enjoys beauty products, DIY, and fitness. The AI provided some decent suggestions, but it also steered towards more niche brands, which may not be the best fit for many consumers. It recommended a luxury-looking moisturiser gift set from Odylique, but only mentioned that it was "luxurious but not mainstream". Similarly, when asked to recommend DIY tools, the AI suggested something rather obscure and impractical.
Perhaps most disappointing were the results of searching locally in south London. When asked for homeware ideas, the AI recommended a small, independent store called ALKEMI, only to suggest two shops – Jo's House and Forget Me Not And Green – when the area was narrowed down further.
Other AI models also failed to impress, with Google's Gemini suggesting some generic gift ideas, such as a book on chess strategy or a hot sauce tasting kit. While these may be decent suggestions in their own right, they lack the personal touch that consumers are often seeking.
So what can we take away from this exercise? It appears that AI platforms still have a way to go when it comes to providing thoughtful and relevant gift ideas. Unless you're willing to spend some time steering the algorithm towards more specific answers, it's likely to default to bigger brands – or in this case, Amazon. The real benefit of using an AI for gift shopping may be finding something that says "an algorithm picked this", rather than a truly unique and meaningful present.
... I mean, sure, they can give you some decent options, but when it comes to really thinking outside the box and knowing what someone's into, they just aren't there yet 
. And yeah, those tennis racket socks were a bit much 
. But at the same time, if you're gonna use an AI for gift shopping, I guess you do get that 'it was picked by an algorithm' vibe, which might be kinda nice in itself 
. Not worth breaking the bank to try and get something super personalized though... just gotta take the good with the bad 
. I mean, wouldn't an AI understand that there's more to a person's identity than just their online shopping habits? But at the same time, I guess that's what makes these tests so interesting - they're like a harsh reminder of where we are with AI technology right now 
. And if I need to tweak my searches or give it some more context, that's all part of the fun 
. But yeah, maybe I'll be a bit more specific when searching for gifts next time... or just stick with good old-fashioned online browsing 
. I mean, can't they just try to understand the person's interests and hobbies instead of throwing out generic suggestions? It feels like they're just trying to make money from big brands like Amazon 
. I used one of these chatbots last year for a friend's birthday and it was so cheesy 
. It kept suggesting that same old stuff like candles and mugs, nothing personalized or thoughtful. And don't even get me started on the local search results, I live in south London and it just couldn't find any decent shops 
.
The chatbot was like, totally clueless 
. And don't even get me started on the local search results... I mean, how are they gonna find some small store in south London when they got Google Maps? 
. Maybe it's not about finding the perfect gift, but more about finding a gift that says "I tried really hard" 
. Like, what's up with those tennis racket socks? £18?! That's just lazy 
. Maybe AI is still cool and all, but for gift shopping, I'd rather spend 5 mins browsing myself