UK shoppers embrace AI for retail updates but still seek human touch
New research shows UK shoppers are increasingly open to the use of artificial intelligence for delivery updates and returns, but still value transparency and human support in retail interactions.
A survey of 1,027 UK consumers has found that 60% of shoppers want retailers to use AI to power delivery updates and real-time tracking. The same research indicates that 57% would prefer AI to manage delivery and logistics for social commerce orders, while a further 57% believe AI can improve order allocation by shipping items from the nearest store or warehouse. Half of respondents said they would like to see AI used to automate returns by recommending return methods or issuing instant refunds.
The expectation for improved communication was also evident, with 54% of those surveyed wanting AI to enhance post-purchase updates. While 45% said they would trust AI to resolve delivery issues, nearly half (49%) still prefer to have the option to speak to a human when problems escalate. This suggests that, for many, the convenience and consistency of automation are most effective when combined with the reassurance of human empathy and accountability.
Younger shoppers and regional differences
The research highlights a clear generational divide in the adoption of AI shopping tools. Among 25-34-year-olds, 70% reported having already used AI tools when shopping online, compared with just 16% of over-65s. Millennials also show higher engagement, with 59% having tried AI-enhanced retail experiences. Geographically, London (53%) and the West Midlands (45%) lead the way, while older and more rural areas display lower rates of AI adoption.
When asked about the specific AI tools used, shoppers most frequently cited chatbots (36%), price comparison engines (35%), AI-powered recommendations (33%) and price drop alerts (25%). The findings suggest that convenience and value are factors driving the early adoption of AI technology in retail.
Transparency and cost concerns
More than half of those surveyed (55%) indicated that transparency about how AI works and uses data is very important to them. Meanwhile, cost remains a factor in shoppers' attitudes towards AI-optimised services. Only 34% said they would pay more for faster delivery, even with AI improvements, and 44% rejected the idea outright.
"Consumers are telling retailers exactly what good AI looks like this peak; real time tracking, proactive updates and hassle-free returns, not black box algorithms upselling speed at extra cost," said Rory O'Connor, founder and CEO of Scurri. "Deploy AI where it removes friction and uncertainty, pair it with human support when things go wrong and be completely transparent about data use. That's how you win baskets and loyalty in Q4."
The study, conducted in advance of the crucial end-of-year shopping season, illustrates a shift toward AI as an operational requirement, rather than an optional novelty. The technology is seen as a background mechanism that ensures orders are delivered on time, updates are timely, and returns are processed efficiently.
O'Connor added, "Retailers heading into peak should focus AI investment on the post-purchase experience, the moment when trust is either won or lost. Prioritising AI for delivery visibility, real-time updates and frictionless returns will have the greatest impact on customer satisfaction and repeat purchase."
The research, which surveyed a nationally representative group weighted by age, gender, region and social grade, captured views on AI usage, delivery preferences, post-purchase experience and returns ahead of the 2025 peak retail period. Responses indicate that while there is clear interest in the practical applications of AI for retail, there are ongoing demands for transparency, cost sensitivity, and human customer service for those situations where automation alone is not sufficient.
