WEALTH October 15, 2025 0 Comments

How ChatGPT Could Ignite a Retail Revolution in Ireland This Christmas – Are You Ready to Ride the Wave?

Ever wondered if your next Christmas shopping spree might have a digital assistant whispering in your ear? Well, it seems ChatGPT is quickly shifting from just being a clever chatbot to becoming a bona fide shopping sidekick for Irish consumers this holiday season. According to fresh insights from Dublin’s Wolfgang Digital and Amárach Research, more than half of the Irish population is already tapping into ChatGPT to research and pick products — and a hefty chunk of them are actually following through with purchases. With younger generations practically glued to it, this AI isn’t just a novelty; it’s morphing into a major player that could rival traditional online giants when it comes to influencing buying decisions. So retailers — if your brand isn’t visible in this new AI-driven landscape, you might soon find yourself in the digital shadows. As we gear up for Black Friday and Christmas chaos, the question isn’t whether ChatGPT is changing the game, but how quickly you can get in it. LEARN MORE

ChatGPT is set to play a major role in shaping Irish shopping habits this Christmas, according to new research from Dublin-based digital marketing agency Wolfgang Digital and Amárach Research.

The nationwide survey found that more than half of Irish consumers (54%) have used ChatGPT, with adoption almost universal among younger users — 95% of those aged 18 to 24 have tried the tool.

Among those who have used ChatGPT, 55% said they have already turned to it to research or choose products and services.

Of that group, 62% went on to make a purchase — equivalent to around 18% of the total Irish population.

“ChatGPT is changing how people shop,” said Brendan Almack, Managing Director at Wolfgang Digital.

“It’s quickly becoming part of how people research and choose what to buy. Retailers who understand this shift early will be best placed to adapt.”

The findings suggest AI-assisted shopping could be the next major shift in retail behaviour, potentially rivaling Google and social platforms in influencing purchase decisions.

According to the report, 64% of users said ChatGPT strongly or moderately influenced their final purchase.

The most researched categories include travel (48%), education (46%), electronics (45%), food and dining (35%), and health and beauty (33%).

Beth Quigley, Head of Growth at Wolfgang Digital, said: “Consumers aren’t just experimenting, they’re actively using ChatGPT to guide their shopping decisions.

“For retailers, the message is clear: if your products, reviews, or brand aren’t appearing in AI tools, you risk being invisible to a significant and growing audience.”

The research also shows that the trend is accelerating, with one in three ChatGPT users expecting to increase their use of the tool over the next year.

At that rate, AI could become a standard shopping interface by Christmas 2026.

Ahead of the busy Black Friday and Christmas trading period, Wolfgang Digital is advising retailers to assess their “AI visibility” — testing how well their products appear in ChatGPT, ensuring reviews are easily indexed, managing brand presence on Reddit (a key content source for the AI), and preparing for potential advertising opportunities within ChatGPT itself.

“This Christmas will be the first real test of AI’s influence on retail sales.

“Retailers who act now will benefit from first-mover advantage. Those who ignore it risk being left behind,” Almack concluded