UK shoppers want AI for deliveries but demand transparency & choice

New research shows that UK consumers want retailers and brands to use artificial intelligence for real-time delivery tracking and easier returns, especially during busy peak trading periods. The survey of 1,000 UK shoppers found that 60% believe AI improves their shopping experience but many remain cautious about reliance on technology at the expense of human involvement.

Shoppers show pragmatic attitudes towards AI. Most respondents say they see a clear role for AI in specific areas such as delivery updates and logistics, rather than in customer communication without human support.

Transparency stands out as a main concern. Ninety-four percent of shoppers surveyed say it is important for retailers to be open about how AI works and handles personal data. Fifty percent say they trust AI to enhance their experience without risking privacy, but the other half do not agree, highlighting a significant divide on trust.

The majority, 72%, want to stay involved in purchase decisions and do not favour leaving choices entirely to AI. Shoppers expect AI to offer suggestions, but they want final control.

Tracking parcels in real time is a top priority. Sixty percent of respondents want AI-powered tools for this purpose. Fifty-seven percent support AI decision-making when choosing the best shipment location. Half would use AI features for managing returns, including automated recommendations and instant refunds.

Post-purchase communication is another key area. A little over half (54%) want AI to improve updates after placing an order. However, there is less appetite for AI-only customer service. Forty-nine percent say they do not accept customer support without the option to speak to a human if a problem escalates.

AI is also viewed as a practical tool for managing the demands of shopping on social platforms. Seventy-two percent think it will help retailers meet expectations in places like TikTok and Instagram. Over half prefer retailers to use AI to handle delivery and logistics for social commerce, where speed and transparency are valued.

The likelihood of using AI in shopping varies with age. Thirty-eight percent of all UK shoppers surveyed report using AI shopping tools. This figure rises to 70% among those aged 25-34, and is 59% for Millennials. Among those over 65, only 16% are using AI tools for shopping.

Despite high uptake of some AI features, shoppers do not see AI as a main driver of brand loyalty. Only 38-41% say that AI-powered delivery or post-purchase services would make them feel more loyal to a brand. The results suggest shoppers see these features as basic requirements, not differentiators.

Rory O'Connor, founder and CEO of Scurri, said shoppers have clear preferences about how retailers use AI. “Shoppers are sending retailers a clear message on AI; use it to remove friction but not people. They want real-time tracking, proactive updates and hassle-free returns, delivered transparently and backed by humans when it really matters. Retailers that deploy AI to remove uncertainty and delay, not to upsell speed or replace people, will win baskets and loyalty through Peak and beyond.”

O'Connor advised retailers to focus on transparency and combining automation with a human option. “We recommend retailers focus AI investment where trust is won or lost - delivery visibility, proactive communications and frictionless returns. Pair automation with a clear human fallback. Be open about how data is used. These are the signals shoppers are giving,” said O'Connor.