60% of UK consumers now use AI when shopping: CI&T

Surveying 2,000 consumers in the UK and Ireland, the study highlights a significant gap between consumer expectations and retailer execution. It examines how artificial intelligence (AI) is transforming consumer shopping across the UK and Ireland.

While 64 per cent of consumers want retailers to use AI to improve their shopping experiences, many remain skeptical about how retailers are implementing the technology, as trust remains the defining barrier to adoption. The research found that when it came to AI usage, consumers were most concerned about data privacy issues, followed by the fear that the technology would be biased and push them towards certain brands.

Other key findings show that 83 per cent of consumers say a data breach affects their shopping behaviour, with 47 per cent stopping purchases from a retailer temporarily or permanently after a security incident. Meanwhile, 80 per cent expect prices to rise in the coming years, prompting 64 per cent to be more cautious with their spending. Additionally, 87 per cent have at least sometimes discovered that an item they researched online was unavailable in-store when they arrived.

Additionally, social media has become a mainstream retail channel. According to the report, 70 per cent of consumers reported buying something directly or indirectly through it, with Facebook and TikTok as the most commonly used platforms. As a result, discovery, research and purchase are converging into one seamless journey that increasingly incorporates newer retail channels and touchpoints.

Melissa Minkow, global director of retail strategy & insights at CI&T, said retailers must move faster to incorporate AI in consumer-friendly ways into the purchase journey.

Convenience remains the biggest driver when choosing shopping channels, with respondents saying they would most appreciate retailers using AI primarily to save them time, make it easier to find what they want, and help them get the best prices.

“Consumers are seeking solution-oriented shopping experiences, but discovery and control are still crucial parts of the journey. It is up to retailers to build and be part of the most valuable path to purchase for the shopper, without sacrificing their opportunities for exploration,” Minkow added.

CI&T’s findings suggest that 2026 will be a tipping point for UK retail, as consumers demand faster, and more relevant shopping experiences without compromising trust.

ALCHEMPro News Desk (RR)