AI Is Quietly Rewriting What Productive Festive Work Looks Like

Few seasons match the intensity of festive retail for workers, leaders and shoppers. So it’s no surprise people are increasingly turning to AI to cope.

According to a recent report, almost half of consumers say they plan to use conversational or Generative AI tools ahead of Black Friday. Two thirds have already used AI in the last three months, up sharply from last year. And 77% say they expect it to play a role in their holiday shopping, whether choosing gifts, checking specs or comparing prices.

AI Demand Is Driving Retail

The shift is hard to miss. The report suggests almost half of retail employers believe generative AI is one of the strongest forces shaping the festive period, with many building their own tools to support consumer shopping habits, such as gift finders, guided search and recommendation helpers.

Staff – one in four of which feel exhausted after challenging customer interactions – are also asking for the same kind of support, particularly tools that free them to focus on helping people instead of firefighting, Accenture suggests. While AI in and of itself can’t shield workers from every tense moment, it can reduce stress through faster answers, clearer information and fewer repetitive tasks.

Feeling the Strain

Findings from UKG’s frontline workforce report show how far this need goes. The research shows that frontline employees want technology that reduces manual strain, supports real-time problem-solving and helps them stay productive during demanding periods. It also notes that workers who have access to AI driven tools report feeling more capable and better equipped to handle pressure. 

It’s not just the industry feeling the squeeze. A poll of 2,000 adults by tech company OnePlus found that 38% say the final stretch of the year is the most exhausting of all, the equivalent of 23.4 million people. It also pinpointed a 36 day window – from 5 November to 11 December – as the period when mental loads are highest and people feel the most overwhelmed. 

Shoppers feel their own form of stress too. Endless deals, crowded stores and information overload make choices harder rather than easier. Many simply seek reassurance that they’re making the right decision. Accenture’s research reflects this, noting that consumers increasingly turn to AI for guidance, comparisons and clarity when they’re overwhelmed by choice.

Hospitality Under Strain 

The pressure isn’t confined to retail. Recent ONS data shows the hospitality sector has lost 59,000 employees in the past year, making it the worst hit industry in the UK labour market. Employers are dealing with staffing shortages, rising wage expectations and unpredictable consumer demand, all of which are forcing venues to scale back operations or rethink how they manage labour. 

While Employment Hero’s latest UK data for September offers a small, short term lift, with hospitality employment up 4.1% month on month ahead of the festive period, year-on-year growth remains modest at 1.5%. With wages rising 16.6% year on year, many businesses are under pressure to do more with leaner teams. The pattern mirrors retail in one clear way: organisations are looking for smarter systems that help stretched staff stay productive when demand spikes.

A Smarter Way Through the Season

The festive rush will never be gentle, but it doesn’t have to feel chaotic. Between thoughtful AI support for shoppers and more intuitive tools for staff, the season could feel a lot lighter for a lot more people. Employment Hero’s 2025 Work That Works report revealed over half of UK business leaders believe AI has improved productivity. But that doesn’t mean further improvements can’t be made. The same report found a widening generational and seniority gap between workers when it comes to AI use, with 73% of senior managers using AI monthly, compared to only 32% of entry-level staff and millennials outpacing Gen-Z in AI use. Flaws in AI rollout in the workplace have also been linked to a 50% drop in employee productivity, showing the importance of considered AI implementation across the job sector. 

As pressure builds year after year, the focus should be on thoughtful planning and measured rollouts of AI tools. When AI takes on the repetitive, the manual and the overwhelming, workforces are freed up to focus on the moments that matter. Clearly, the shift from working harder to working smarter is underway – and it could reshape the busiest season for the better.