As AI ‘revolutionises UK shopping’, consumers have concerns about staying in control – report

While UK shoppers are increasingly embracing artificial intelligence (AI) in their retail experiences, a “significant trust and control gap remains”, according to a new study.

A massive 72% of consumers have expressed concerns about AI making decisions without their input, the report by delivery management and post-purchase experience software provider Scurri suggests.

While Millennials were the least concerned among all age demographics (a still-high reading of 62%) the oldest so-called ‘Silent Generation’ were the most concerned at 82%.

Some 50% are split on whether AI can enhance shopping without compromising privacy and 94% say it’s important that AI tools are transparent about how they work and use data. 

The survey, ‘AI and the new post-purchase consumer: how smart delivery drives loyalty in the age of social commerce’, undertaken during July among 1,000 UK consumers across five age categories, shows that half of UK shoppers are already using (or are open to using) AI-powered shopping assistants and 60% believe AI enhances their overall experience.

Also, 38% of UK shoppers already use AI tools for online shopping while 49% are open to using an AI-powered personal shopping assistant.

“From product discovery, personalised recommendations, to real-time delivery tracking, AI is reshaping the way Britons browse, buy and receive products”, the report said.

“This extends into the delivery and post-purchase stages” where 60% want AI-powered delivery updates like real-time tracking, while 57% believe AI can improve order efficiency, it added.

Despite this enthusiasm, those concerned 72% “fear losing decision-making power and only 46% trust AI to recommend products based on their shopping history”.

“The findings suggest that while AI is welcomed as a facilitator, consumers are wary of handing over the reins entirely”, the report concludes.

Rory O’Connor, founder & CEO of Scurri, added: “Consumers welcome AI but on their own terms. They want the benefits of speed, personalisation and convenience, but they also want transparency, choice and control.”

He added: “Retailers looking to integrate AI must make certain they give users control over customisation on things like price and brand, deliver transparency in how AI tools operate and use data, and maintain human support channels for service and problem resolution.”