‘Tis the season for AI-powered shopping .

Between 15% and 30% of online shoppers will use generative AI to shop for holiday gifts this year, according to a new survey from Bain that digs into how people are using generative AI and agentic commerce tools this season.

OpenAI’s ChatGPT was the top-cited AI shopping platform by survey respondents (13%), followed by Perplexity (4%) and other AI platforms like Anthropic’s Claude and X’s Grok (4%). Thirty percent of respondents said that they start their holiday shopping on Google, which has some AI features.

Most shoppers are using AI to research products and find recommendations, but not to make purchases, Aaron Cheris, partner in Bain’s retail practice, told ADWEEK.

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