The holiday season is a time when we love giving something that truly fits the other person, yet choosing the right gift often proves surprisingly difficult. Qualitative research among bol customers shows that many of them struggle to find a meaningful present: what do you give when you want something special, but inspiration is missing? How do you find something thoughtful for someone who seems to have everything? And how do you pick the one gift that really matches that person? That’s why bol is supporting customers this season with the Gift Finder, an AI tool designed to help them select the perfect gift, quickly and confidently.

How it works
Describe who you want to surprise, what they like, and what your budget is. The Gift Finder continues with targeted questions such as: What are the recipient’s hobbies or interests? What is your relationship? Where useful, the bot offers smart choice options to guide the gift seeker. Is it for a partner, friend, or family member? Do they love cooking — and are you looking for something for a festive dinner or for everyday inspiration?
The more information you share, the better the Gift Finder can help.

Customers can add suggested gifts to their wishlist or order them directly in the app. Whether it’s for Sinterklaas, Christmas, a birthday, or an anniversary: the Gift Finder finds a suitable gift for everyone and for every budget. In this way, bol makes giving not only faster and easier, but also more personal and meaningful.

Innovation in gift inspiration
Fiona Vanderbroeck, Director Consumer & Marketing at bol, explains:
“With the Gift Finder, we’re taking a great step toward more personalised shopping. The tool understands what someone is looking for and instantly translates that into relevant recommendations. And this is just the beginning: we see that customers increasingly want smart solutions that make online shopping more personal and more effortless. Thanks to our product knowledge, millions of reviews and broad assortment, we can apply AI in a meaningful way throughout the entire shopping journey.”

🔵 On The Dot: the innovation behind bol’s Gift Finder
In our latest On The Dot episode, colleague Jurre de Ruiter shares how the tool started as a wild idea with an even wilder deadline, and how Marketing and Tech teamed up with other departments to bring this innovation to life, marking an exciting step toward conversational AI.

The Gift Finder was developed in collaboration with DEPT® and is continuously improved based on user feedback.

The Gift Finder is now available to everyone in the bol app.