A recent study by the jewelry brand Sokolov reveals that 30% of Russians use AI daily, while another 30% use it several times a week. Only 16% of respondents have tested AI tools just once. Among the most popular platforms are ChatGPT, used by 70% of participants, followed by voice assistants like Siri, Alice, and Marusya at 61%, and YandexGPT at 45%.
Nearly half of the respondents, 48%, have used AI to select goods or services multiple times, and 25% do so regularly. Electronics and home appliances are the most common categories for AI-assisted shopping, cited by 58% of users. Gifts follow at 46%, clothing and footwear at 43%, cosmetics at 39%, and jewelry at 24%.
Users primarily leverage AI to compare product specifications (58%), receive recommendations (49%), and find better pricing (43%). When choosing gifts, 73% of respondents are willing to share interests and hobbies with AI, 63% disclose their budget, and 60% provide the occasion details.
Trust in AI varies by product type. While 54% of Russians rely on AI for product comparisons, only 18% trust it to select jewelry based on personal appearance. Regarding gifts for partners, 55% are open to AI assistance, yet only 7% would fully delegate the final choice of jewelry to an algorithm, while 35% use it only for brainstorming.
Public perception of AI-selected gifts remains largely neutral or positive. Approximately 56% of respondents view such gifts favorably, and 27% treat AI as a standard tool similar to a web search. Only 17% of those surveyed believe that AI involvement makes a gift feel less personal.
