Stumped on what to get my mom for Christmas this year, I turned, desperately, to Perplexity AI’s chatbot. In response to my initial broad question: “What should I get my mom for Christmas?,” the robo-elf gave me links to several gift guides published on sites including Target and Country Living. Then the chatbot suggested generic favorites like a Stanley mug and a foot massager. But as I scrolled, it also dropped links directly to more esoteric gifts, including a mug with Donald Trump on it. “You are a really, really great mom,” the mug read. “Other moms? Losers, total disasters.” I hadn’t given Perplexity any indication of political ideology among my family, but the bot seemed to think sipping from Trump’s visage every morning was a gift any mother would love. Then it suggested I make a jar and stuff it with memories I’ve written down. A cute idea, but I did let Perplexity know that I’m in my 30s — I don’t think the made-at-home gift for mom is going to cut it.

‘Tis the season to scramble and buy tons of stuff people don’t need or really even want. At least that’s how it can feel when trying to come up with gifts for family members who have everything already. Money has been forked over for restaurant gift cards that collect dust or slippers and scarves that pile up; trendy gadgets are often relegated to junk drawers by March. As artificial intelligence becomes more integrated into online shopping, this whole process should get easier — if AI can come to understand the art behind giving a good gift. Shopping has become one of Perplexity’s top search categories in the US, particularly around the holidays, Sara Platnick, a spokesperson for Perplexity, tells me. While Platnick didn’t comment directly on individual gift suggestions Perplexity’s chatbots makes, she tells me that product listings provided in responses are determined by “ratings and its relevance to a user’s request.”

There are chatbots to consult for advice this holiday season, like Perplexity and ChatGPT, but AI is increasingly seeping into the entire shopping experience. From customer-service chatbots handling online shopping woes to ads serving recommendations that follow you across the web, AI’s presence has ramped up alongside the explosion of interest in generative AI. Earlier this year, Walmart unveiled generative-AI-powered search updates that allow people to search for things like “football watch party” instead of looking for items like chips and salsa individually; Google can put clothes on virtual models in a range of sizes to give buyers a better idea of how they’ll look. In a world with more options than ever, there’s more help from AI, acting as robo-elves in a way — omnipresent and sometimes invisible as you shop across the web.

For the indecisive shopper, AI may be a silver bullet to choosing from hundreds of sweaters to buy, plucking the best one from obscurity and putting an end to endless scrolling — or it might help to serve up so many targeted ads that it leads people to overconsume.

AI can help people discover new items they may never have known to buy online, but it can’t replace that intuition we have when we find the perfect thing for a loved one.

Either way, AI has been completely changing the e-commerce game. “It allows a company to be who the customer wants it to be,” says Hala Nelson, a professor of mathematics at James Madison University. “You cannot hire thousands of human assistants to assist each customer, but you can deploy thousands of AI assistants.” Specialization comes from using third-party data to track activity and preferences across the web. In a way, that’s the personalized level of service high-end stores have always provided to elite shoppers. Now, instead of a consultation, the expertise is built on surveillance.

Companies also use AI to forecast shopping trends and manage inventory, which can help them prepare and keep items in stock for those last-minute shoppers. Merchants are constantly looking for AI to get them more — to bring more eyes to their websites, to get people to add more items to their carts, and ultimately to actually check out and empty their carts. In October and early November, digital retailers using AI tech and agents increased the average value of an order by 7% when compared to sites that did not employ the technology, according to Salesforce data. The company predicted AI and shopping agents to influence 19% of orders during the week of cyber deals around Thanksgiving. And AI can help “level the playing field for small businesses,” says Adam Nathan, the founder and CEO of Blaze, an AI marketing tool for small businesses and entrepreneurs.

“They don’t want to necessarily be Amazon, Apple, or Nike, they just want to be the No. 1 provider of their service or product in their local community,” Nathan says. “They’re not worried about AI taking their job — they’re worried about a competitor using AI. They see it as basically a way to get ahead.”

AI early adopters in the e-commerce space benefited last holiday season, but the tech has become even more common this year, says Guillaume Luccisano, the founder and CEO of Yuma AI, a company that automates customer service for sellers that use Shopify. Some merchants that used Yuma AI during the Black Friday shopping craze automated more than 60% of their customer-support tickets, he says. While some people lament having to deal with a bot instead of a person, Luccisano says the tech is getting better, and people are mostly concerned about whether their problem is getting solved, not whether the email came from a real person or generative AI.

After my ordeal with Perplexity, I turned to see how ChatGPT would fare in helping me find gifts for the rest of my family. For my 11-year-old cousin, it suggested a Fitbit or smartwatch for kids to help her “stay active.” A watch that tracks activity isn’t something I feel comfortable giving a preteen, so I provided some more details. I told ChatGPT she loved the “Twilight” series, so it suggested a T-shirt with the Cullen family crest and a “Twilight”-themed journal to write fan fiction. It told me I could likely find these items on Etsy but it didn’t give me direct links. (As her cool millennial cousin who has lived to tell of my own “Twilight” phase in 2007, I did end up buying a makeup bag from Etsy with a movie scene printed on it.) I also asked ChatGPT for suggestions for my 85-year-old grandpa, and it came up with information about electronic picture frames — but the bulk of our family photos are stuffed in albums and shoeboxes in his closet and not easily digitized.

I could navigate this list because these are deep contextual things that I know about my family members, something AI doesn’t know yet. Many of the best gifts I’ve ever received are from friends and family members who stumbled upon something they knew I would love — a vinyl record tucked in a bin or a print from an independent artist on display at a craft show. AI can play a role in helping people discover new items they may never have known to buy online, but it can’t replace that intuition we have when we find the perfect thing for a loved one. “We’re still really wrestling with: How accurate is it? How much of a black box is it?” says Koen Pauwels, a professor of marketing at Northeastern University. “Humans are way better still in getting cues from their environment and knowing the context.” If you want to give a gift that’s really a hit, it looks like you’ll still have to give the AI elves a helping hand.

Amanda Hoover is a senior correspondent at Business Insider covering the tech industry. She writes about the biggest tech companies and trends.