Negative AI experiences put GBP £9 billion UK online sales at risk

Mentions of artificial intelligence (AI) in UK consumer reviews have increased by 400% over the past five years, according to data analysed by Trustpilot. The study, which assessed millions of online reviews, found that references to AI now appear in close to 4,000 reviews each month in the UK, up significantly from around 800 per month in 2020. Globally, the number reaches approximately 13,000 monthly reviews.

Negative sentiment

Despite the surge in AI-related references, the overall sentiment surrounding AI in these reviews has been largely negative. Since 2020, 75% of consumer reviews mentioning AI have expressed a negative opinion, with such reviews averaging just 1.7 stars out of five. By comparison, reviews without AI references average 3.7 stars for the same brands. The data highlights a sharp contrast in customer satisfaction where AI experiences are concerned.

Sales impact

Poor consumer experiences with AI are estimated to have put nearly GBP £9 billion of UK eCommerce sales at risk over the last 12 months. This figure equates to around 6% of the nation's total online spending. The analysis took into account consumer responses indicating reduced spending after a negative AI experience and how these incidents influence broader consumer behaviour via word-of-mouth.

Human touch

Frustration is particularly pronounced when AI is used to replace roles traditionally handled by people. Chatbots, the most widely used AI feature in customer service, have proven problematic for many consumers. Research found that 78% of UK consumers have used a chatbot, and 40% reported a negative experience.

Industries where AI is deployed to assist rather than replace humans, such as retail, have seen higher levels of trust. In these cases, AI is typically used to handle simple tasks like parcel tracking or answering basic enquiries, while more complex issues are referred to human agents. In finance and insurance, customers appreciate the availability of human assistance, especially for matters like renewal quotes or decision explanations.

Ongoing concerns

The research indicates that the introduction of more advanced AI technologies has not led to a significant improvement in consumer perceptions. Sentiment towards AI has remained consistently negative, suggesting that the concerns relate more to how AI is being utilised by businesses rather than the technology itself.

Commenting on the findings, Alicia Skubick, Chief Customer Officer at Trustpilot, said:

"AI has the potential to power better customer experiences. But this isn't translating into higher customer satisfaction - yet. Our data shows when AI is used to replace or delay access to human support, the result can be frustration and ultimately, a loss of trust. And trust is fundamental: without it, businesses struggle to build loyalty or drive long term growth."

Trusted assistance

Some positive feedback on AI does exist, particularly for cases where it enhances efficiency without undermining the customer relationship. Tools such as AI-generated summaries and product recommendations are among the most consistently well-received AI features by consumers.

"Positive reviews mentioning AI focus on 'next-level' customer experiences, where AI genuinely helps people make quicker, better decisions. For example, tools like AI summaries and product recommendations are widely used, and widely liked," said Skubick.

"Trust comes from using AI to enhance real human experiences, not replace them. When businesses focus only on the efficiency gains promised by AI, the quality of customer experience can be eroded. To build and maintain trust, businesses must put the consumer at the heart of the customer experience - whether it uses AI or not," said Skubick.