PALO ALTO, California: As holiday spending ramps up, shoppers are being offered more artificial intelligence tools than ever before — from chatbots that handle gift searches to agents that can buy items automatically when prices drop. Retailers and tech platforms have introduced a wave of new features in recent weeks, aiming to streamline Christmas shopping across websites and apps.

Retail Chatbots

E-commerce giants began rolling out AI shopping assistants last year, and the list has grown quickly. Amazon's Rufus debuted in 2024, followed by Walmart's Sparky, which can synthesize reviews or suggest products for occasions like Christmas. Target has launched a seasonal gift-finder chatbot, while Ralph Lauren teamed up with Microsoft for its "Ask Ralph" style assistant.

These tools are designed to let shoppers search conversationally instead of typing keywords. Results vary, however. In tests using Rufus to find a generic stainless steel pot and a protective sink trivet, recommendations sometimes missed the mark or failed to reflect the full range of products available — an issue likely tied to searches for non-brand-specific items.

AI-powered Buying Advice

For broader searches beyond a single retailer, tech firms are baking AI into their platforms. ChatGPT now offers a "shopping research" mode to help compare complex products, such as appliances and electronics. The feature is triggered automatically for shopping-related queries or can be manually enabled.

Google's search engine in AI Mode also received significant upgrades, with users able to describe items "as if talking to a friend" and receive organized results based on 50 billion product listings, including images, reviews, and inventory details. Similar capabilities were added to the Gemini app for U.S. users.

Perplexity introduced its own shopping assistant last week, tailoring suggestions based on past searches. When asked for a soft cotton flannel shirt, ChatGPT and Perplexity sought specific preferences, such as budget and features, whereas Google provided broader, less customized results. ChatGPT produced the most detailed breakdown, complete with pictures and a comparison table.

AI-powered "Try on" Tools

Generative AI is also transforming virtual dressing rooms. Instead of relying on 3D models or preset body types, Google is now using AI to let users see clothing and shoes on themselves using a full-length photo. The feature works on Google's shopping desktop search and mobile app in Australia, Japan, Canada, and the U.S.

After tapping "Try it on" on a product photo, shoppers can upload an image and view how the item looks on their body. Images can be saved or shared. Google says users may upload someone else's photo only with their permission.

Agentic AI for Purchasing

Once shoppers have found the right gift, AI can even help complete the transaction. Amazon offers an "AI agent" that buys a product automatically when its price drops to a chosen level. Google's "agentic checkout" does the same through its price-tracking feature, currently available through retailers including Wayfair, Chewy, Quince, and select Shopify merchants. Both companies say purchases will always require user confirmation.

Amazon is also enabling purchases from other brands' websites directly through its app via a "Buy For Me" button. The AI handles the external checkout using encrypted payment details.

AI Availability Checks

For in-store shopping, Google has introduced an AI calling tool that phones nearby shops to ask about product availability. The feature is U.S.-only for toys, electronics, and health and beauty products. When users search for an item "near me," the "Let Google Call" option appears, prompting a bot to contact local stores. Results can be hit-or-miss, but the service returns responses quickly.