UK shoppers warm to AI agents but trust concerns grow

AI agents are moving into mainstream shopping in the UK, with more than a third of customer interactions expected to involve the technology by the end of 2026, according to new research from Braze.

Survey data shows that 14% of UK consumers already use AI agents to interact with brands and buy products. That figure is forecast to rise to 37% by the end of next year.

Braze's findings suggest price incentives are the main driver of adoption. Four in ten respondents said they want access to better deals, while 31% said AI agents make it easier to discover new brands and products.

Other motivations focus on data and convenience. Just over a quarter (26%) cited enhanced privacy and data protection, almost a quarter (24%) expect more personalised experiences, and one in five (20%) want to spend less effort making decisions.

The report describes AI agents as a layer between consumers and brands, with shoppers using the tools to streamline the buying journey rather than replace direct relationships with retailers and service providers.

Trust barrier

The data also highlights tension around personal information. Nearly a third of consumers (32%) said they would not share any personal data with AI agents.

Data protection is the biggest driver of trust. Almost half of respondents (47%) said protecting personal data is the top factor in whether they trust an AI agent, and 30% said clear explanations of how data is used would increase trust.

Consumers also have expectations for how brands should manage agent-led interactions. The survey found that 45% want brands to set clear guidelines, and 44% want them to be explicit about their use of AI. Respondents also pointed to demand for simple controls that allow people to manage their data.

Marketing focus

The findings come as consumer-facing AI tools expand from chat-based search and product recommendations into automated actions such as purchasing and account management. Brands are also integrating AI into customer communications, including email, mobile messaging, in-app notifications, and customer service.

Braze, which sells customer engagement software, framed the shift as a change in how marketing teams design and manage customer journeys. It noted that marketers are closely involved in decisions on communications, consent, and personalisation, placing them at the centre of debates around trust and transparency.

The research suggests adoption will depend on whether brands and technology providers can convince consumers that AI agents will not misuse their information. Reluctance to share data could limit features that depend on personal context, such as tailored recommendations and automated decision-making.

The findings also raise questions for retailers and consumer brands about balancing convenience and personalisation with consumer control. In practice, this could include clear notices when AI is used, settings that let customers adjust what information is shared, and accessible explanations of what data informs an outcome.

For companies that rely on loyalty programmes and first-party data, the growth of AI agents could change how data is collected and used. If consumers put an agent between themselves and a brand, retailers may receive less direct behavioural information. Brands may also face pressure to provide offers and product information in formats AI tools can process reliably.

At the same time, the survey indicates some consumers associate AI agents with stronger privacy. More than a quarter cited enhanced privacy and data protection as a reason to use them, suggesting some shoppers expect these tools to limit what is shared with individual merchants.

"The real opportunity for marketers today isn't about doing the same things faster; it's about using technology to forge deeper, more valuable connections," said Nicolas Berliner, GM UK, Braze. "To close the trust gap, brands must look beyond basic automation and embrace an agentic future that prioritises real-time customer context. By leaning into smarter AI orchestration, marketers can automate manual tasks while elevating the quality of every interaction-building the lasting loyalty and high-performance engagement needed to thrive in any future."

The UK consumer results are based on a survey of 2,000 respondents. As part of its wider Customer Engagement Review research, Braze also surveyed 200 UK marketing executives (VP level or higher) at B2C companies with at least USD $10 million in annual revenue.