Greggs has become the first brand within the quick service restaurant (QSR) sector to offer a transactional gifting bot.
The service allows users to send the gift of a pasty or other baked goods to a friend this Christmas via their smartphone.
At the moment, the bot works using Facebook Messenger, but future plans include integrating it with platforms like Apple Pay and Android Pay.
Those who receive a Greggs gift from a friend in this manner will be able to redeem it at one of more than 1,800 stores across the UK simply by having their smartphone scanned.
Hannah Squirrell, customer director at Greggs, said: "We're excited to be the first company to use bot technology for gifting in the UK and we hope our customers get into the spirit of the bot, even after the Christmas period."
The service has been developed by mobile-first agency Fetch, which utilised Facebook Messenger, based on stats that show 50 per cent of users open the app at least once a day.