How artificial intelligence is changing our Christmas shop

British consumers are expected to spend £280 each on gifts over the weeks leading up to Christmas. More than half of these purchases will take place online. Almost a third of people will rely on online reviews to make their buying decisions, although recommendations from friends and family are still the main source of persuasion. Online shopping is estimated to rise by 24% by the end of this year. However, as consumers are looking for more sensory and immersive shopping experiences, the pressure is on for online retailers to find new ways to excite customers and keep them satisfied – and artificial intelligence (AI) is the new technology they will use.