UK consumers want AI for real time tracking, effortless returns: Scurr

For retailers, the question is not if AI should be used, but how to use it to turn routine post-purchase moments into moments of loyalty, the study concluded.

The retail battleground is moving beyond the checkout to the moments after the purchase. Social commerce, next-generation consumer expectations and the rapid adoption of AI are rewriting the loyalty playbook.

AI is redefining loyalty and how to win it, and is about more than operational efficiency.

“One thing is clear: the most defining brand moments now occur after the ‘Buy Now’ button is clicked. For marketing leaders, this presents a powerful opportunity to transform operational tools into drivers of growth,” said chief marketing officer (CMO) at Scurri Gavin Murphy in a company release.

“Our research of consumers, however, shows that a real competitive advantage lies in using AI as a bridge between convenience and emotional connection. From predictive delivery updates to smart returns, AI can translate logistical excellence into brand trust—and trust drives repeat purchase and lifetime value,” he noted.

While 60 per cent of consumers now expect real-time, AI-powered tracking, only 34 per cent are willing to pay extra for AI-driven fast delivery. In other words, speed and precision have become baseline expectations.

What truly differentiates brands is how these benefits are communicated, the perceived value they create through pricing, messaging and the overall delivery experience.

One of the standout findings is the generational divide in AI adoption: Gen Z and younger Millennials are already comfortable using AI throughout their shopping journeys. Older cohorts are far more cautious, saying transparency of AI usage is very important.

Marketing leaders need to embrace nuanced segmentation: proactive AI-driven updates for younger audiences, educational nudges and reassurance for older shoppers and transparency for all, the study added.

ALCHEMPro News Desk (DS)