UK shoppers want AI for delivery but not to replace people

Consumers in the United Kingdom are seeking targeted use of artificial intelligence in retail, particularly for delivery tracking and returns, according to new nationwide survey data. The survey, commissioned by Scurri, highlights a pragmatic approach to AI among shoppers, with a focus on transparency and the retention of human support.

Targeted AI roles

Among 1,000 UK online shoppers surveyed, 60% expressed interest in AI-powered features that provide delivery updates and real-time tracking. A further 57% see potential for AI to improve order allocation, such as shipping from the nearest warehouse or store. When it comes to returns, 50% would prefer AI-assisted processes, including recommendations for ways to return goods and instant refund issuance.

A majority, 54%, expect AI to enhance post-purchase communications, while 45% are comfortable with AI being used to resolve delivery issues. However, 49% do not support customer service channels that rely solely on AI, indicating a continued preference for human involvement when issues become more complex.

Human safety net

While 60% believe AI can enhance the overall shopping experience, many consumers remain cautious about the implications for retail sector jobs. 81% of respondents reported unease at the idea of AI replacing people in retail and logistics. The findings underscore a clear sentiment that AI should complement rather than replace human workers.

"Shoppers are sending retailers a clear message on AI; use it to remove friction but not people," said Rory O'Connor, Founder and CEO, Scurri.

Despite advances in AI technology, shoppers expect a safeguard by retaining access to human representatives, especially for escalation or issues requiring discretion and empathy.

Transparency and trust

The survey also identified transparency and consumer control as non-negotiable factors for the use of AI in retail. 72% of respondents said they want to retain involvement in shopping decisions rather than ceding autonomy to AI tools. Most respondents, 94%, stated that retailers should be transparent about how AI solutions work and how customer data is used.

Trust in AI within retail settings remains evenly split. Half of all respondents trust that AI can improve their experience without endangering their privacy, while the remaining 50% do not share this confidence. This fine balance places importance on clear communication from retailers about AI practices.

Social commerce adoption

AI is also seen as beneficial in supporting purchases made through social media platforms. 72% believe AI will allow retailers to meet expectations for shopping on channels such as TikTok and Instagram. 57% would prefer use of AI in the co-ordination of delivery and logistics for purchases from these platforms, driven by expectations for speed and process transparency.

Generational attitudes

Generational differences are evident in current AI adoption rates. 38% of all UK respondents said they had used AI tools when shopping. Among 25-34-year-olds, that figure rises to 70%, with 59% of Millennials reporting similar usage. By contrast, only 16% of UK shoppers aged over 65 reported using AI for shopping purposes.

Loyalty factors

While real-time tracking, proactive updates and order routing are among the most highly valued features, fewer consumers view AI as a reason for brand loyalty. Only 38% to 41% of respondents said AI-driven delivery or post-purchase services would make them more loyal to a retailer. The data suggests consumers now see AI as an expected component of competent retail service, not a unique driver of brand preference.

"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.