VALBY, Denmark - eTradeWire -- COPENHAGEN, Denmark — Huuray A/S has updated Giftrix, its AI-based corporate gifting platform. Employers can now preselect 8 bestseller products that appear directly under the 16 gift suggestions the platform generates for each individual employee. The feature is available to companies in Denmark and Sweden.

Each employee receives a gift code by email, SMS, printed card or branded gift box. When they redeem it, they answer a few questions about their wishes, interests and life situation. Giftrix then suggests 16 gifts drawn from a catalog of more than 100,000 products and experiences across 40+ categories. Below those, the employer's 8 preselected bestsellers appear: items from brands such as Royal Copenhagen and Georg Jensen, or experience gift cards.

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The preselection gives HR teams control over quality while employees keep the final choice. Every employee sees at least 8 gifts the company has picked itself, and the remaining 16 are matched to their own answers.

Employees who don't find a gift they like can request a new code, answer the questions differently, and get a fresh set of suggestions.

The catalog covers categories that classic gift catalogs rarely include, such as tools, electronics, sport and outdoor equipment, and pet supplies. It also spans the familiar ones: home and kitchen, beauty, and experiences.

In February 2023, the Danish Tax Council (Skatterådet) confirmed in a binding ruling that Giftrix qualifies as a tax-free employer-paid gift within the annual limit. BDO and Deloitte have both published guidance on the ruling.

"Companies told us they wanted certainty about gift quality, and employees wanted a real choice. With the bestseller row, both get what they asked for. The company knows every employee sees 8 gifts it stands behind, and the AI handles the rest," said Rune Eirby Poulsen, CEO, Huuray A/S.

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Companies can try the recipient experience at app.giftrix.dk/demo/da or book a demo at firmajulegaver.dk.

About Huuray A/S

Giftrix is a product of Huuray A/S, a Danish-owned company founded in 2011. Huuray has helped companies give gifts for more than 15 years and serves over 10,000 business customers. The company operates in Denmark, Sweden, Norway, Canada, and Hong Kong. Huuray delivers gifts and rewards to more than 175 countries, has 5000+ brands in its catalog, available in over 80 currencies. and holds an AAA credit rating.