Retailers know holiday gifting can be a major pain, so they’re leveraging digital technologies to help consumers accelerate the process.

Building upon emerging technologies that were prominent this year, such as chatbots, subscription services and mobile apps, brands are getting innovative about helping shoppers identify gifts. Here are some of the digital hacks they’re offering:

The chatbot method
Earlier this year, Macy’s debuted its shopping assistant chatbot in partnership with Watson, IBM’s cognitive intelligence system. The program, called Macy’s On Call, serves as a digital shopping assistant, providing prospective products and insight to shoppers. The function is easily accessible on the Macy’s website via the “Help” dropdown, and it’s especially helpful for culling through inventory to choose gifts. To read the rest of this article, please visit Glossy.

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