AI could drive GBP £29 billion in UK online spending by 2030

UK consumers are increasingly prepared to allow artificial intelligence (AI) agents to assist with their online shopping, with a significant proportion already open to letting AI browse for deals on their behalf, according to newly released research. The findings anticipate that by 2030, AI agents could be responsible for up to GBP £29 billion in annual online spending in the UK.

AI acceptance

The research indicates that 31% of UK shoppers would currently allow an AI assistant to browse on their behalf, rising to 45% among those aged 18 to 34. Projections suggest that by 2030, shoppers expect around 7% of their total online purchases to be made via AI agents. This development would see AI account for a large proportion of eCommerce activity, in line with ongoing advances in AI-driven solutions.

Interest in using AI is motivated primarily by a desire for better value and more personalised shopping experiences. Of those surveyed, 61% say they want help finding the best value, while 43% are looking for personalised product recommendations. For younger consumers, the appeal is even stronger, reflecting shifting attitudes towards automation and digital assistance.

Desire for control

Despite increasing openness to AI support, consumers remain cautious about relinquishing complete control. Only 6% of respondents said they would allow an AI agent to complete purchases without their approval. The majority prefer a model where they maintain oversight, with 60% wanting to review transactions before completion and 58% seeking the ability to cancel purchases within 24 hours.

These findings suggest consumers are seeking a balance between convenience and control, as they adapt to the emerging possibilities offered by AI shopping assistants. The data also show that many shoppers are not yet ready for a fully autonomous shopping experience and continue to value the option to intervene as needed.

Shopping preferences

Besides seeking better prices, shoppers are interested in AI features unlikely to prioritise just cost savings. For instance, 32% want their digital assistant to favour trusted brands, 31% are interested in loyalty rewards, and 23% cite a preference for products that are ethically or sustainably sourced. These preferences illustrate the diverse criteria that consumers value in their purchasing decisions and underline the need for AI systems to reflect user priorities.

Demand for safeguards

The research shows that safety and support remain significant concerns for UK shoppers engaging with AI-driven technology. More than half (54%) consider fraud protection essential. Additionally, 46% want the ability to set spending limits and 44% see the importance of being able to contact a human representative if something goes wrong with a transaction.

"AI shopping assistants are more than a tech trend - they're changing how we discover and buy the things we love. But shoppers still want to maintain control. As this shift accelerates, retailers need to be ready to meet shoppers where they are - with trusted, flexible experiences that feel simple, secure and tailored to what consumers actually want," said Nabil Manji, Head of FinTech Growth and Financial Partnerships, Worldpay.