The research, which surveyed 2,000 consumers across the UK and Ireland, highlighted a significant gap between consumer expectations and retailer execution. Explore how artificial intelligence (AI) is transforming shopping for UK and Irish consumers.
A CI&T report found that AI is being used extensively and thoughtfully in UK shopping. More than 60% have used AI, but most cannot recall a memorable AI experience. Consumers want the convenience of AI, but are concerned about privacy and bias. Issues of trust, rising prices, and inconsistent in-store availability shape behavior. Social media is now the primary shopping channel.
Although 64% of consumers want retailers to leverage AI to improve their shopping experience, many remain skeptical about how retailers are implementing this technology, with trust remaining a critical barrier to adoption. The survey found that consumers' top concern when it comes to the use of AI is data privacy issues, followed by concerns that the technology will bias consumers towards certain brands.
Other key findings show that 83% of consumers say a data breach has affected their shopping behavior, and 47% say they have temporarily or permanently stopped purchasing from a retailer after a security incident. Meanwhile, 80% expect prices to rise in the coming years, and 64% are becoming more cautious about spending. Additionally, 87% have at least occasionally discovered that an item they researched online is not available in-store when it arrives.
Additionally, social media has become a mainstream retail channel. According to the report, 70% of consumers report having purchased something directly or indirectly through Facebook or TikTok, with Facebook and TikTok being the most used platforms. As a result, discovery, research, and purchase converge into one seamless journey that increasingly incorporates new retail channels and touchpoints.
Melissa Minkow, CI&T Global Director of Retail Strategy and Insightssays retailers need to move faster to incorporate AI into the purchasing process in a consumer-friendly way.
Convenience remains the number one factor when choosing a shopping channel, with respondents saying they would most appreciate retailers' use of AI to help them save time, find what they want, and get the best prices.
“Consumers are demanding solution-oriented shopping experiences, but discovery and control remain a critical part of that journey. It's up to retailers to build and be part of the most valuable purchase journey for shoppers without sacrificing the opportunity for exploration,” Minkow added.
CI&T's findings suggest that 2026 will be a turning point for UK retail, as consumers demand faster, more relevant shopping experiences without compromising trust.
Fiber 2 Fashion News Desk (RR)
