25% of Gen Z use AI for gift ideas; food and fashion lead festive spending: Study

Rukam Capital and YouGov's recent study on Indian Gen Z consumers provides insight into the adoption of artificial intelligence for gift discovery. The survey, which included 4,002 respondents aged 18-29, found that 25% reported using AI to suggest gift ideas, indicating an emerging integration of AI tools into their shopping preparation.

While 25% represents a notable segment, AI is not the primary method for gift idea discovery among the surveyed group. The study reported that online search was the most common source, cited by 41% of respondents, closely followed by personal judgment at 39%. This suggests that established digital search and individual reflection still hold greater prevalence over AI for this specific consumer behavior.

Regional differences in AI adoption for gift ideas were also observed. Madhya Pradesh recorded the highest usage at 32%, with Bihar following at 30%. Social media also plays a distinct role, particularly in Bihar, where 37% relied on it for recommendations, compared to 31% in Kerala and Telangana. These variations highlight how local digital habits can influence the uptake of different discovery tools.