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Qlik Survey: Family Still Rules the Kitchen, but AI Joins the Thanksgiving Table

via Business Wire

New data finds younger households expect to save an average of $47 on Thanksgiving groceries with the help of AI

Qlik®, a global leader in data integration, data quality, analytics, and artificial intelligence (AI), today released new research revealing how Americans are gearing up for Thanksgiving. This year especially, AI is being used to help prep and plan meals, as well as keep families entertained around the dinner table.

New consumer data reveals that AI is moving from curiosity to kitchen companion with more than half of respondents (54%) using an AI tool like ChatGPT or Copilot to help plan, prep, or cook a holiday meal. And this year’s Thanksgiving feast is no different with adoption being driven by younger generations. Generation Z (58%) and Millennials (56%) are planning to use AI to help manage tasks ranging from grocery shopping to meal planning to timing dish prep, compared to 45% of Generation X and just 25% of Baby Boomers.

In addition to reducing stress, consumers see AI as a practical partner for saving time and money for this year’s family feast. Nearly a third of consumers (28%) anticipate AI saving between 30 and 59 minutes on Thanksgiving prep. Furthermore, over half of Americans (53%) anticipate saving some amount of money on groceries, with nearly one in five (18%) expecting to save upwards of $50.

Even as AI technology grows more capable, family remains the nation’s top sous-chef. Nearly half (44%) of Americans trust a family member or friend the most to provide Thanksgiving cooking advice. This is followed by their own intuition (25%) and traditional holiday resources (11%) like the classic Butterball Turkey Talk-Line or a cookbook.

Still, when it comes to the more practical parts of the holiday, Americans are happy to let AI lend a helping hand this Thanksgiving. Nearly a third of Americans say they’d lean on AI more than family members for specific tasks like making the shopping list (31%). Additionally, more than one in four people (26%) will be leaning on these tools to come up with trivia or conversation starters, signaling a growing comfort with AI’s role in family traditions.

“Americans are showing us exactly where AI fits into their lives – it’s the helper, not the host,” said Mike Capone, CEO of Qlik. “When AI is built into an intuitive experience and designed to meet people where they are, adoption happens naturally. Whether you’re managing a family dinner or running a business, the same principles hold true: with the right context and user experience, AI helps people make faster, smarter, and more confident decisions.”

Methodology

The research was conducted by Censuswide, among a sample of 2,000 nationally representative U.S. respondents (18+). The data was collected between October 31 and November 3, 2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.

About Qlik

Qlik converts complex data landscapes into actionable insights, driving strategic business outcomes. Serving over 40,000 global customers, our portfolio provides advanced, enterprise-grade AI/ML, data integration, and analytics. Our AI/ML tools, both practical and scalable, lead to better decisions, faster. We excel in data integration and governance, offering comprehensive solutions that work with diverse data sources. Intuitive analytics from Qlik uncover hidden patterns, empowering teams to address complex challenges and seize new opportunities. As strategic partners, our platform-agnostic technology and expertise make our customers more competitive.

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