Singaporeans rely on AI to shop smarter this festive season

Consumers in Singapore are turning to AI for help in decision-making in the upcoming holiday season, with 74% of Singaporeans indicating they are open to using AI tools to shop more efficiently, according to Integral Ad Science.

Price comparison is the most popular use (69%), followed by gift inspiration (57%) and personalised product recommendations (53%). Some are going further: 45% use AI to summarise reviews, 36% rely on chatbot assistance, and 23% experiment with virtual try-ons. 

Holiday budgets are holding steady, if not growing. More than half (57%) of consumers report planning to increase their holiday budgets compared to last year, with around one in five (22%) indicating a sharp rise. In contrast, only one in 10 expects to cut back on spending, while nearly a third (30%) will maintain steady spend. For brands, this points to a resilient consumer base, where budget is growing, suggesting opportunities to leverage AI tools such as generative engine optimisation in the festive season, where many brands will be competing for consumer attention.

Ads still matter, but trust and relevance are key. Over half of respondents value ads on reputable platforms, 50% look for contextual fit, and 49% say personalised promotions tied to past purchases influence their choices.

Meanwhile, nearly half (49%) identify personalised promotions as especially helpful, indicating that ads tied to previous purchases impact future shopping decisions. The IAS survey suggests consumers remain receptive to ads, but only if they trust the platform and align with the content.

Below are three charts for easy consumption.