US consumers who plan to use artificial intelligence for holiday shopping are more likely to choose Google’s Gemini than OpenAI’s ChatGPT, according to a survey commissioned by email and SMS marketing platform Omnisend and conducted with research firm Cint. The findings point to the importance of brands appearing across multiple AI platforms as shoppers look for gift ideas and products.
The survey questioned 4,363 consumers in the United States, United Kingdom, Canada and Australia last August. In the US, 34% of respondents said they planned to use AI for shopping, the lowest share among the four markets. The figure was 36% in the UK, 39% in Canada and 40% in Australia.
Among US respondents who intend to use AI, 53% said they planned to use Gemini, compared with 46% for ChatGPT. Microsoft Copilot was next at 18%. By contrast, respondents in the UK, Canada and Australia said they relied on ChatGPT for shopping research.
Marty Bauer, Omnisend’s director of sales and partnerships, said the shift in US preferences means retailers should not focus their efforts on ChatGPT alone. He also noted that shoppers have concerns about the reliability of AI-generated information, and said genuine reviews can help build trust.
The survey also covered gift-buying plans and online marketplaces. In the US, Walmart was the preferred marketplace, named by 67% of respondents, ahead of Amazon at 62%. Temu was selected by 21% and Shein by 15%. Amazon was the top choice in the other three countries.
Most respondents planned to buy gifts for family and friends. In the US, a third also expected to purchase presents for themselves, particularly consumers under 35. Clothing ranked among the leading gift choices, alongside gift cards. Bauer said gift cards have gained appeal as a convenient way for shoppers to manage their gift budgets.
Sources: WWD.