One in 3 Christmas presents that ended up under the tree was chosen using artificial intelligence. The data comes from a note from Consumerismo No Profit, which however underlines how the advice has often turned out to be wrong, resulting in economic damage for consumers. Various sector surveys – explains Consumerismo No Profit – have highlighted how for Christmas 2025 the number of Italians who have relied on artificial intelligence to identify the Christmas gifts to buy has grown, with a share of over 60% of users who have resorted to AI to orient themselves in the choice of gifts.
Advice not always correct
«We estimate that approximately 1 gift in 3 that ended up under the tree this year (36% of the total) was chosen precisely following the indications and advice of the AI, for a value of approximately 3.5 billion euros», we read in the text. However, advice that has not always proven to be correct, resulting in less than conscious, impersonal and wrong choices, with consequent economic damage for consumers. «The first risk linked to the use of AI in the choice of gifts is qualitative, i.e. a depersonalization of the purchase, with consumers having delegated a technological system that does not know the tastes and habits of either the person buying a gift or the person receiving it, thus leading to gifts that have often proven to be inappropriate for the recipient», states the president of Consumerismo, Luigi Gabriele.
«The other great danger – he adds – is of a quantitative nature: with AI the attention threshold is lowered during the purchasing phase, with excessive trust in the technological tool which increases the number of orders and decreases critical defenses relating to, for example, price, product quality, negative reviews, etc., thus leading citizens to spend more on gifts that are also the wrong ones».