A significant shift is underway in British shopping habits, with nearly half of UK consumers now expressing willingness to trust artificial intelligence to not only select but also pay for items on their behalf, according to new research.
Rapid Adoption Across Age Groups
The annual Retail Report from financial technology platform Adyen reveals that adoption of AI shopping assistants has more than doubled over the past twelve months, jumping from 12% to 28% across all age demographics. This remarkable growth is being driven primarily by younger consumers embracing the technology for the first time.
More than 18% of 16 to 27-year-olds and 15% of those aged 28 to 43 have begun using AI for shopping purposes within the last year alone. Among the 28 to 43 age bracket specifically, the openness to AI is particularly pronounced, with 49% now comfortable with allowing artificial intelligence to manage the entire shopping journey from discovery through to payment.
Retailers Respond to Consumer Demand
On the business side, retailers are demonstrating strong enthusiasm for this technological evolution. Some 84% of retail businesses surveyed expressed openness to enabling AI systems to complete purchases on behalf of their customers. Furthermore, nearly half (49%) of retailers identified AI implementation as a priority for their operations in the coming year.
Trust Factors and Consumer Concerns
When questioned about what would make them comfortable with AI handling final purchases, consumers identified several key requirements. Security emerged as a primary concern, with 32% of shoppers citing payment information security and data privacy as their top priority.
Clarity around responsibility proved equally important, with 34% of respondents stating they needed to know exactly who would be accountable – whether the AI provider, retailer, or consumer themselves – if incorrect items were purchased. Additionally, 32% of shoppers wanted to maintain the ability to review and potentially cancel purchases after AI selection but before final transaction completion.
Practical Benefits Driving Adoption
Among those already using AI assistants during their shopping experiences, practical advantages are clearly evident. Over half (53%) reported that AI tools saved them significant time, while 51% agreed that artificial intelligence helped them navigate through what they described as "online noise" – the overwhelming volume of choices and information available in digital retail environments.
Industry Perspectives on the AI Transition
Nicole Olbe, managing director at Adyen UK, commented on the evolving landscape: "Customers are moving past the 'browsing' phase of AI and starting to move towards the 'buying' phase. Almost half of UK shoppers are ready for AI that not only suggests products but actually completes the purchase."
Olbe emphasised the implications for retail infrastructure: "This shift will fundamentally change the checkout experience, and retailers must prioritise the underlying payment infrastructure to support both the security and the scale required."
Carlo Bruno, vice president of product at Adyen, addressed retailer concerns about maintaining customer relationships: "While nearly half of retailers say they're prioritising this technology, many fear losing that personal connection with the customer. The way forward is to make sure AI is a powerful additional channel that offers shoppers a new way to transact, while ensuring the retailer remains in control of the customer relationship and data."
Bruno concluded with a crucial observation: "The biggest hurdle isn't the technology, it's the relationship."
The research findings are based on comprehensive surveys conducted by Censuswide, which interviewed 2,000 UK adults alongside 500 retailers between November 21 and December 3. The data reveals a retail sector at a technological crossroads, with both consumers and businesses navigating the complex transition toward increasingly autonomous shopping experiences powered by artificial intelligence.
