UK shoppers show rising trust in AI for peak holiday shopping
New survey data indicates that artificial intelligence (AI) is set to play a significant role in the shopping choices of UK consumers during the upcoming peak retail season.
Consumer adoption
A study conducted by Riskified provides an insight into the extent to which AI is becoming integrated into everyday shopping behaviour in the UK. According to the findings, 45% of UK consumers report intentions to use AI agents as part of their holiday shopping. Of the 600 UK consumers surveyed, the data reveals an upward trend in AI acceptance, although uptake remains behind countries where AI is more deeply embedded in consumer culture.
The survey also showed that 60% of UK shoppers have previously used AI shopping tools, but a notable 40% have yet to engage with such technology. This positions the UK behind several other global markets in the adoption of AI-powered shopping solutions.
Confidence and control
One of the significant findings is the growing level of trust in AI-driven shopping. Over half of UK respondents, 58%, expressed openness to letting AI complete purchases on their behalf. This suggests increased confidence among users in the reliability and security of these new digital assistants.
However, the survey highlights that security concerns persist. The main worries cited include payment security (30%), loss of control over shopping decisions (24%), and the potential for AI to make mistakes (21%). When questioned about trust, 41% of consumers indicated they most trust in-store associates, 33% prefer online shopping without AI, and only 25% expressed trust in AI shopping assistants.
AI simplifies tasks
The data illustrates that most consumers see the value of AI in facilitating convenience-based tasks. Half of those surveyed would be comfortable using AI to check on the status of their orders, and around one third would consider using AI for managing returns. AI is also shaping how consumers discover products and make purchasing decisions; 37% use AI for product inspiration, 28% consult AI for reviews, and 27% employ it for price comparisons.
Among consumers who have interacted with AI-powered shopping assistants, 52% reported that the AI either fully resolved their issue or provided partial assistance before human intervention became necessary. Only 16% described experiences so frustrating that they decided to abandon the task altogether.
Global context
Beyond the UK, the broader survey-conducted across nine markets including the United States, Brazil, Mexico, the United Arab Emirates (UAE), and more-shows even higher engagement rates. Globally, 73% of consumers had used AI in their shopping journey. By comparison, shoppers in Brazil, Mexico, and the UAE demonstrate greater willingness to allow AI to both provide recommendations and complete purchases autonomously.
The study also notes that the UAE is an increasingly important market for UK retailers, as the UK ranks as the third favourite international shopping destination among UAE consumers. This presents a particular challenge and opportunity for British merchants to accommodate consumers who are already early adopters of agentic AI shopping tools.
Industry perspective
"We're seeing that both globally and specifically in the UK, shoppers are already interacting with AI and intend to embrace it fully in the near future," said Aviram Ganor, General Manager EMEA and APAC at Riskified. "Agentic AI is making online shopping more convenient and personalized. But merchants must also be mindful of increased fraud risks. In fact, GenAI-referred traffic is 2.3x as risky as the general population. Only by leveraging cutting-edge technology, will retailers be able to continue to provide seamless customer experiences, while safeguarding their businesses."
The survey included responses from consumers across several age groups, ranging from 18 to 64 years old, and was commissioned to provide a cross-sectional view of emerging trends in AI-powered eCommerce both in the UK and internationally.
