Zeta Global has released new research that highlights a dramatic shift in how Americans plan to shop for gifts during the upcoming holiday season. The company, which operates an AI marketing cloud and is listed on the New York Stock Exchange under the ticker ZETA, conducted an online survey in September 2025 with two thousand adults across the United States who use artificial intelligence tools at least once a week. The results show that a large majority of consumers now rely on technology to guide their purchases, especially during one of the most important retail moments of the year.
According to the survey, 83 percent of respondents intend to rely on AI while shopping for holiday presents this year. A growing sense of trust is developing between shoppers and digital recommendation systems, with 74 percent saying they would believe a holiday gift suggestion from artificial intelligence just as much as one offered by a friend. The findings indicate that consumers now expect retailers to deliver intuitive and personalized shopping experiences that feel as natural as getting guidance from someone they know personally. Brands that do not adapt quickly to this kind of expectation could find themselves losing both customer attention and sales momentum.
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Zeta Global believes the data points to a clear behavioral evolution. David A. Steinberg, Co Founder, Chairman, and CEO of Zeta Global, said, “AI is fundamentally reshaping consumer behavior. Shoppers are no longer just influenced by algorithms, they’re actively inviting them into their decision-making. For retailers, the message is clear — the future of loyalty will be powered by intelligence that feels personal.” Many respondents said they believe artificial intelligence can make the holiday rush feel easier to manage. About 73 percent expect their seasonal shopping experience to feel less stressful thanks to AI. A similar percentage said they are comfortable sharing personal information about family and friends with these tools if it leads to better and more thoughtful gift results. Meanwhile, 70 percent said they like the idea of loved ones using AI to choose their presents, and 63 percent believe that smarter recommendations will help reduce product returns.
However, the survey also uncovered some emotional hesitation. While technology may remove friction, many shoppers still believe sentiment matters. About 68 percent think gifts become more meaningful when a person selects them entirely on their own without technological assistance, and 60 percent said that using AI can make the process feel more mechanical than magical. Shoppers are even reluctant to admit they used artificial intelligence to find the perfect item. The study notes that 62 percent would not tell a loved one that AI played a role in their gift choice. Only 31 percent of those surveyed believe that algorithms will eventually understand their loved ones better than they do when making holiday purchasing decisions.
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Pamela Lord, President of Customer Relationship Management at Zeta Global, believes retailers must take these insights seriously. She said, “The 2025 holiday season marks a turning point. AI is no longer experimental, it’s essential. Retailers who leverage AI to deliver real-time, hyper-personalized experiences that guide customers to the perfect purchase will win loyalty and revenue; and those who wait risk being left behind.”
The survey paints a clear picture of a holiday season shaped by both convenience and caution, with consumers ready to embrace AI guided recommendations while still holding tight to the emotional meaning behind every gift they give.
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