Dutch online retailer bol has launched an AI-powered feature in its app to help customers search for suitable presents in time for the festive season.

The Gift Helper asks users a few short questions about the intended recipient and the budget available before providing relevant suggestions.

bol said that choosing the right gift can be “surprisingly difficult”, with its research finding that many of its customers struggle to find a gift which matches the person they are buying for.

Customers can add suggested gifts to their wishlist or order them directly in the app.

The Gift Helper was developed in collaboration with digital services company DEPT.

bol said it is continually improving the tool based on user feedback.

Fiona Vanderbroeck, director consumer & marketing at bol, said that the Gift Helper enables more personalised shopping as it understands what someone is looking for and “instantly” translates this into the relevant recommendations.

“This is just the beginning — we see that customers increasingly want smart solutions that make online shopping more personal and more effortless” she added. “Thanks to our product knowledge, millions of reviews and broad assortment, we can apply AI in a meaningful way throughout the entire shopping journey.”

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