TLDR: A recent report indicates that UK consumers are increasingly adopting AI agents for their shopping experiences, particularly for product discovery and recommendations. However, a significant trust gap remains, with a majority expressing concerns about AI making decisions without their input and potential privacy risks, highlighting a demand for transparency and control from retailers.
As the festive shopping season approaches, UK consumers are demonstrating a growing willingness to integrate artificial intelligence (AI) into their retail journeys. A new study by delivery management and post-purchase experience software provider Scurri, published on September 24, 2025, reveals that while AI is revolutionizing the way Britons browse, buy, and receive products, a notable ‘trust and control gap’ persists among shoppers.
The report highlights that half of UK shoppers are already utilizing or are open to using AI-powered shopping assistants, with 60% believing that AI enhances their overall experience. Specifically, 38% of UK shoppers currently employ AI tools for online shopping, and 49% are receptive to the idea of a personal AI shopping assistant. The applications of AI span various stages of the shopping process, from product discovery and personalized recommendations to real-time delivery tracking.
Despite this enthusiasm, a significant 72% of consumers have voiced concerns about AI making decisions without their direct input. This apprehension is particularly pronounced among the ‘Silent Generation’ (82%), while Millennials show the least concern, though still a high 62%. Furthermore, only 46% of consumers trust AI to recommend products based on their shopping history, and 50% are divided on whether AI can improve shopping without compromising privacy. A resounding 94% emphasize the importance of AI tools being transparent about their operations and data usage.
Concerns extend beyond the initial purchase, reaching into the delivery and post-purchase phases. While 60% desire AI-powered delivery updates like real-time tracking, and 57% believe AI can enhance order efficiency, the overarching sentiment is one of caution. Rory O’Connor, founder and CEO of Scurri, commented on these findings, stating, “Consumers welcome AI but on their own terms. They want the benefits of speed, personalisation and convenience, but they also want transparency, choice and control.” He further advised that “Retailers looking to integrate AI must make certain they give users control over customisation on things like price and brand, deliver transparency in how AI tools operate and use data, and maintain human support channels for service and problem resolution.”
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The study, titled ‘AI and the new post-purchase consumer: how smart delivery drives loyalty in the age of social commerce,’ surveyed 1,000 UK consumers across five age categories during July. The findings underscore a clear message for retailers: while AI offers immense potential to transform the shopping experience, its successful adoption hinges on addressing consumer anxieties regarding autonomy, data security, and clarity in AI functionalities.
