Tech companies are betting big on AI shopping, but Americans may already have bot fatigue as 72% don’t plan to use it for holiday gifts

Résumé détaillé

A new Bank of America survey finds shoppers wary of using AI for gifts, citing distrust and a desire to keep gift giving personal.

Tech companies have spent the past year teaching AI how to shop. Google has introduced an AI-powered shopping cart, Meta’s Muse can search for products and prepare purchases for approval, and OpenAI’s new ChatGPT Wallet lets eligible users pay for purchases through an AI agent. Adobe expects traffic from AI tools to U.S. retail sites to jump 130% this holiday season.

Americans, it turns out, aren’t nearly as eager to hand over their gift lists.

Nearly three-quarters of Americans, or 72%, say they don’t plan to use AI tools for holiday shopping this year, up from 49% in 2025, according to a new Bank of America survey. The 23-percentage-point jump suggests a gap between the industry’s ambitions for AI shopping and what consumers say they want from it.

The reasons shoppers gave suggest that when it comes to gifts, efficiency isn’t the point. Among those who don’t plan to use the technology, 42% cited personal or ethical reasons, 37% said it takes away the personal aspect of gift giving, and 26% said they don’t trust AI recommendations.

Lora Monfared, head of consumer credit card products at Bank of America, said shoppers may be growing more selective about when AI is worth using, especially as they keep a closer eye on holiday spending.

“Some of last year’s curiosity about AI may also have worn off, and we could be seeing a bit of AI fatigue,” Monfared told Fortune. “Gift shopping is personal, and people want to feel good about what they’re giving.”

The survey found that 87% of Americans expect to spend the same amount or less on holiday shopping this year, while 63% said they base their spending strictly on their own budgets rather than what friends or family spend. Monfared said that same approach may be shaping how consumers use AI and social media to shop.

Colleen Kirk, a professor of marketing and management at New York Institute of Technology, said the hesitation may have less to do with what AI can do than what shoppers feel they lose by using it.

“Gift giving is a…

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