Britons wary of AI making shopping decisions for them

Dentsu has published research showing that 65% of UK consumers are uncomfortable with AI making purchases on their behalf, highlighting a limit to consumer trust as AI shopping tools become more widely used.

The survey of 2,003 UK adults found that more than a third of Britons use AI shopping tools, rising to more than half among Millennials and Generation Z. Almost 40% said they use AI to find the best product, compare brands and look for cheaper alternatives.

Even so, traditional sources still carry more weight in final decisions. Customer reviews were cited by 54% of respondents, followed by friends and family at 48% and in-store information at 45%.

The results suggest AI is becoming part of the product discovery process rather than replacing established buying habits. Consumers appear willing to use automated tools for research, but many still want control over the final transaction.

Social media showed a similar pattern. Two-thirds of respondents said social platforms make it easier to discover products, yet retailer websites scored higher on nearly every other part of the shopping experience, including personalisation, product information, convenience and pricing.

Trust was the clearest dividing line between the two channels, with 80% of respondents viewing retailer websites as more trustworthy than social media.

Store appeal

Physical shops also retained a strong role in the retail mix. Around 80% of consumers said they enjoy browsing in store, while roughly two-thirds said it is something they look forward to.

Store visits remain an important source of discovery. The research found that 83% of respondents discover products while browsing in person, indicating that bricks-and-mortar retail continues to shape purchasing behaviour despite the growth of online tools.

This creates a more complex picture for retailers than a simple shift from physical shopping to digital channels. Online services may offer convenience, while stores continue to play a broader role in browsing, discovery and brand experience.

The findings suggest retailers must balance several consumer habits at once: growing use of AI, heavy use of social media for discovery, continued reliance on retailer websites for trusted information and a lasting preference for physical browsing.

Neilson Hall, Managing Director, Commerce Media, Dentsu UK&I, said the spread of digital discovery is changing what shoppers want from brands and retailers.

"The last decades have been defined by making shopping journeys as smooth and easy as possible, with brands investing heavily into discovery. But now that discovery is everywhere, consumers are looking for something new: guidance. The future of retail will be shaped by reducing friction, simplifying decision, and building confidence and trust," Hall said.

Blended journey

The findings indicate that in-store retail is not being displaced so much as repositioned. While eCommerce remains central for speed and ease, shops still provide a setting many consumers associate with inspiration and browsing.

Matthew Higgins, Managing Partner, Retail Media Activation, Dentsu UK&I, said physical stores now serve a different purpose from one-click online shopping.

"The store isn't dead; it offers something different. Consumers visit physical stores to browse, to experience, to be inspired - in-store shopping now is something they actively look forward to as it offers them more than a smooth one-click online purchase can. These moments are extremely commercially valuable and complement the digital experience. The brands winning in physical retail in 2026 are the ones treating it like a media channel and an emotional connector," Higgins said.

The research presents a retail market in which consumers are adopting new tools without abandoning older habits. AI may be gaining ground in search and comparison, but trust, reassurance and the appeal of browsing in person still shape how many Britons decide what to buy.