Holiday shopping has always felt like a "chore" for Amrita Bhasin.

Between deciding what to buy, comparing prices and checking reviews, the 24-year-old retail tech CEO said she spent more than 15 hours each year buying gifts for her friends and family, a process that took the joy out of giving.

But this year, Bhasin said she did all of her shopping in a fraction of the time and even had a little "fun" — all thanks to her new personal assistant: ChatGPT.

"I feel like I've got that physical store associate that I'm talking to, so I feel like I'm getting better recommendations. I actually think my tendency to buy is higher because of ChatGPT," Bhasin, based in Menlo Park, California, told CNBC. "It has really changed the game."

Bhasin is one of the many shoppers turning to AI platforms

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