New research from Klaviyo has found that the majority of British consumers are already using artificial intelligence (AI) tools to support their online shopping, with expectations that AI shopping assistants will become mainstream within the next two years.
According to the Klaviyo AI Shopping Index, 80% of shoppers in the UK currently utilise AI tools either for shopping directly or for researching products online. The data suggests UK consumers are adopting these technologies at a faster rate than shoppers globally, where 65% expect AI assistants to be the norm by 2026, compared to 70% of UK respondents.
The report also indicates a shift in attitudes towards peak retail periods, with more than half of UK consumers (58%) planning to use AI shopping assistants during events such as Black Friday and Cyber Monday next year. This trend has implications for retailers and brands, who are adapting to changes in consumer expectations and behaviours.
Shopping priorities
Saving money and personalisation emerged as key drivers for the use of AI shopping assistants among British consumers. The data shows that 33% of those surveyed use AI primarily to find the best deals, 18% to save time, and 16% to receive personalised product recommendations.
Expectations for AI are also evolving, with 47% of respondents hoping that AI tools will help them to find and compare products more effectively in the future. Additionally, 40% expect support with sticking to budgets, and 33% are interested in AI suggesting complete outfits to streamline their shopping.
Looking further ahead to 2030, the most prominent hope for AI assistants is consistent money saving, cited by 37% of survey participants as their top priority for future AI development in retail.
Transforming retail
The research suggests AI is transitioning from a supplementary service to a central feature in how commerce is conducted. Integrated AI-powered commerce platforms are becoming more commonplace, offering consumers a single interface through which they can discover, purchase, and check out products.
Ben Jackson, Managing Director EMEA at Klaviyo, commented on this shift, stating:
"In the UK, we're seeing AI become a part of the shopping experience, as consumers use it to research and compare products. For brands, the ability to unify customer data has never been more critical. Those who connect their data across every channel will be the ones who deliver truly personal, seamless experiences this Black Friday and beyond."
As these new shopping channels and AI-enabled tools continue to emerge, the importance for brands to maintain a unified customer view, ensuring all data points are connected and actionable, is increasing.
Customer service and brand perception
The survey found that prompt support remains a key factor in consumer satisfaction. Nearly three-quarters (74%) of UK shoppers admitted to abandoning an online purchase due to a lack of immediate answers to their product questions. Over half (52%) also noted that their perception of a brand would improve if an AI assistant was available to provide help.
Andrew Bialecki, co-founder and CEO of Klaviyo, addressed the wider implications of AI for retail, saying:
"AI is creating a new era of autonomous commerce. As agents, channels, and tools start to work together, brands can finally move from reacting to anticipating and delivering experiences that happen instantly and intelligently. The future of commerce isn't just about owning relationships; it's about building systems that learn and act on your behalf."
The findings underscore a trend towards increased adoption of AI-powered tools as both consumers and brands seek greater efficiency, personalisation, and value in the retail experience. The majority of UK shoppers anticipate that AI will play a permanent role in online shopping by 2026, with expectations for further integration and capability expansion over the coming years.
