UK shoppers wary of AI making purchases, survey finds

Dentsu has published research suggesting that most UK consumers are unwilling to let artificial intelligence make purchases on their behalf, with trust emerging as a central barrier in digital shopping.

The survey of 2,003 UK adults found that almost 40% already use AI shopping tools to find products, compare brands and look for cheaper alternatives. More than a third of Britons use such tools, rising to more than half among Millennials and Gen Z.

But consumers draw a clear line between using AI for assistance and allowing it to act independently. Nearly two-thirds said they are uncomfortable with AI buying products autonomously, suggesting shoppers are more willing to use the technology for guidance than delegation.

The research also points to a divide between product discovery and purchasing on social platforms. While social media plays a growing role in helping consumers find products, it does not appear to command the same confidence as traditional retail websites when people move closer to a transaction.

Two-thirds of respondents said they discover products more easily through social media. However, retailer websites scored higher across most of the wider shopping experience, including personalisation, product information, convenience and pricing.

Trust was the starkest point of difference. Four in five respondents said retailer websites are more trustworthy than social media, suggesting social commerce still faces a credibility problem even as it becomes a bigger part of the marketing mix.

Digital guidance

The findings suggest brands may need to focus less on full automation and more on helping shoppers make decisions with greater confidence. In that reading, AI works better as a support tool in the buying journey than as a replacement for human judgement.

That distinction matters as retailers and consumer brands weigh how far to push automated commerce tools. The data suggests many shoppers are open to AI when it helps them navigate choice, but remain cautious about surrendering control at the point of purchase.

Neilson Hall, Managing Director, Commerce Media, dentsu UK&I, said: "The last decades have been defined by making shopping journeys as smooth and easy as possible, with brands investing heavily into discovery. But now that discovery is everywhere, consumers are looking for something new: guidance. The future of retail will be shaped by reducing friction, simplifying decision, and building confidence and trust."

Store appeal

The research also points to the continued strength of physical retail despite years of pressure from eCommerce. Around 80% of UK consumers said they enjoy browsing in-store, and 83% said they discover products while doing so.

Those figures suggest shops still play a distinct role in retail beyond simple transactions. Online channels may retain an advantage in speed and convenience, but physical locations remain important for browsing, product discovery and shaping how consumers feel about a brand.

For retailers reviewing their store footprints, the findings are a reminder that physical outlets can still influence purchasing behaviour even when sales later move online. The data indicates that stores serve both commercial and marketing functions in the wider shopping journey.

The report describes a retail environment in which consumers use multiple channels for different purposes: AI for comparison and guidance, social media for discovery, retail websites for trusted transactions, and physical stores for browsing and inspiration. That leaves brands with a more fragmented path to purchase than a simple shift from stores to screens.

Matthew Higgins, Managing Partner, Retail Media Activation, dentsu UK&I, said: "The store isn't dead; it offers something different. Consumers visit physical stores to browse, to experience, to be inspired - in-store shopping now is something they actively look forward to as it offers them more than a smooth one-click online purchase can. These moments are extremely commercially valuable and complement the digital experience. The brands winning in physical retail in 2026 are the ones treating it like a media channel and an emotional connector."