Younger consumers’ new holiday shopping hack? AI assistants

Younger shoppers are letting AI do the deal hunting this holiday season. According to a new Zendesk and YouGov study, nearly half (44%) of younger consumers are turning to AI assistants to sift through products, instantly apply discounts, and even suggest last-minute gift ideas.

Indeed, younger shoppers (under 35) are making their lists—and not checking them twice. They’re more open to—and trusting of—AI to do the heavy lifting for them than in holiday seasons past.

Consumers under 35 are 38% more likely to use AI assistants than other shoppers.

They’re also 38% more likely to use AI shopping assistants than consumers 35 and over—underlining the demographic’s comfort with emerging tech and trust in AI tools.

Here’s what else the research showed:

‘Tis the season for holiday deals and discounts

Major retailers are leading the charge with AI-driven shopping experiences, reducing the mental load of holiday shopping—and reaping the benefits.

Their AI shopping assistants already offer convenience, speed, and 24/7 support. Now, consumers can quickly and easily surface items they’re searching for, as well as discover new products and collate reviews—all with a simple click or voice command. Some major retailers are also enabling shoppers to ask their AI assistants about exclusive perks, such as VIP Black Friday deals, answering younger consumers’ demand for personalization.

Beauty and apparel brands are also setting a new standard for AI shopping interactions.

When cosmetics retailer Lush launched its custom AI agent Marvin, it was immediately able to not only resolve the brand’s most repetitive queries, but also share relevant sales and discounts with engaged consumers.

Thanks to these efficiencies, Lush has achieved a 60% first contact resolution (FCR) rate, saving about five minutes per ticket—a total of 15 days each month—and freeing up the support team to dedicate more energy to meaningful customer interactions.

Encouraged by these positive interactions with AI, younger consumers feel more and more confident using AI assistants to streamline their holiday shopping experience. In particular, they’re relying on AI assistants to uncover personalized recommendations and snag the best deals.

High-quality AI helps brands sleigh the competition

Indeed, these brands are setting the gold standard. They’re not only investing in high-quality AI experiences, they’re also setting expectations for AI assistant interactions in the future.

Companies—regardless of size or industry—can learn how to implement successful AI-driven commerce strategies from their example. For instance, brands should leverage AI assistants that embody human-like traits and simplify the shopping journey, like completing purchases directly through conversational interactions, to win over younger consumers.

63% of younger shoppers are more likely to return to brands that deliver top-notch AI experiences.

The reward? Nearly two-thirds (63%) of shoppers under 35 said they’re more likely to return to brands that deliver top-notch AI shopping experiences—turning interactions with AI shopping assistants into lasting loyalty and revenue.

The race for holiday shoppers is on. Is your brand ready to deliver top-notch AI-driven customer experiences and set the gold standard in your industry? Zendesk equips you with the AI tools to meet consumer demand—boosting loyalty and driving revenue all season long.

Take your brand to the next level with Zendesk AI.

Methodology: Zendesk partnered with YouGov to survey 8,413 consumers across the U.S., UK, Germany, France, Brazil, Mexico, Australia, and Japan. The survey was conducted from September 30 to October 4, 2024 and results in this article are from consumers who were aware of AI shopping assistants and shop online at least once a month (n=4,899). For this study, younger consumers are those 18-34 years old.