UK shoppers embrace AI in retail but demand more transparency
Research indicates that while UK shoppers are increasingly adopting Artificial Intelligence (AI) in retail, a considerable proportion remain uneasy about losing input into decision-making processes.
A new study conducted by Scurri, a firm specialising in delivery management and post-purchase experience software, has revealed that 72% of UK consumers feel apprehensive about AI making retail decisions without their input. The figures highlight a significant gap between consumer engagement with AI and concern over the level of control retained.
The report, titled 'AI and the new post-purchase consumer: how smart delivery drives loyalty in the age of social commerce', outlines key findings on the penetration of AI in retail. While 38% of Britons already use AI tools for online shopping, nearly half-49%-are open to using an AI-powered personal shopping assistant. Furthermore, 60% of respondents believe AI enhances their overall shopping experience.
The study sampled 1,000 UK consumers spanning various generations and regions, with gender and location representation weighted for population density. Millennials emerged as the age group least concerned about AI autonomy, at 62%. In contrast, members of the Silent Generation registered the highest level of concern at 82%, pointing to a generational divide in AI acceptance.
From product recommendations and discovery to delivery tracking, AI continues to change how UK shoppers select and receive goods. The desire for convenience persists, with 60% of those surveyed wanting AI-powered delivery updates such as real-time tracking. In addition, 57% believe that AI can improve the efficiency of order fulfilment.
Despite these advantages, the research identifies widespread scepticism around trust and data use. Only 46% of UK shoppers trust AI to recommend products based on their shopping history, and half of respondents remain split on whether AI can improve shopping without jeopardising privacy. Importantly, the majority-94%-deem it vital that AI tools are transparent in both their operations and their handling of data.
Rory O'Connor, Founder and Chief Executive Officer of Scurri, outlined the dynamics of consumer engagement with retail AI, stating:
"Consumers welcome AI but on their own terms. They want the benefits of speed, personalisation and convenience, but they also want transparency, choice and control."
The report's data suggests retailers leveraging AI must find a balance between delivering efficiency and maintaining consumer trust.
O'Connor expanded on the measures retailers should take as AI adoption in retail continues to rise. He said:
"Retailers looking to integrate AI must make certain they give users control over customisation on things like price and brand, deliver transparency in how AI tools operate and use data, and maintain human support channels for service and problem resolution."
Appetite for AI-driven retail experiences is growing, driven in part by the desire for more tailored interactions and faster services. However, concerns around privacy, loss of agency, and the reliability of recommendations persist. The report's findings point to ongoing tensions faced by both consumers and retailers as AI capabilities advance alongside consumer expectations for transparency and personalised choice.
