Four in 10 UK consumers happy to let AI do their shopping for them – survey

Consumers appear to be getting cosy with artificial intelligence (AI). When it comes to making shopping decisions, 40% are now happy letting agentic AI take charge of everyday purchases they consider “boring” (groceries, household goods or even phone bills).

On average, those willing to let AI transact on their behalf said they would do so up to a value of around £200 – revealing an emerging “trust threshold” for agentic commerce, according to a global study ‘Peak Season ’25: The debut of agentic commerce?’, by Checkout.com.

It said appetite “builds on habits already forming today” with many Britons already turning to AI for shopping inspiration. Some 42% say they’ve used it to find gift ideas for a partner, while 20% have even asked AI to write birthday card messages. 

But while people are happy to use AI to seek inspiration for gifts, they’re less comfortable handing over full control to an agent. Forty percent of respondents say letting agentic AI handle gifting feels “too impersonal” for gifts or special occasions, “suggesting consumers want the technology to serve as a helper rather than a substitute for moments of choice and care”.

These findings could point to a pivotal moment for UK commerce, as agentic AI has the potential to take the inconvenience out of everyday shopping, while preserving consumer choice for more personal, or enjoyable, purchases.

Jenny Hadlow, COO at Checkout.com, said: “The data also points to a generational shift already underway” with 70% of 25-34 year-olds saying they would be happy to let AI agents handle transactions.

​Among this group, 49% report already using AI to support shopping decisions, from finding deals to comparing reviews.

However, fraud and security “remain the biggest barriers”. Four in 10 (40%) shoppers worry about the risk of fraud or data misuse if autonomous agents start spending for them, and many say their willingness would depend on stronger protections such as guaranteed security (31%) or easier refunds and returns (30%). After recent, high profile data breaches, the research shows that trust will be the key to AI adoption.

Rory O’Neill, CMO at Checkout.com, added: “Consumers are drawing a clear boundary: they want agentic AI to take away the friction of everyday purchases, but still make the choices that matter most to them.

“As merchants shape their agentic commerce strategies, ensuring shoppers continue to enjoy the experience will be key to success. It’s not one-size-fits-all – the best strategies will blend automation with the human touch that keeps commerce personal.”