UK consumers are ready for retailers to put artificial intelligence to work behind the scenes this peak season, but only if it delivers tangible value and transparent outcomes. New research commissioned by delivery management and post-purchase experience provider, Scurri reveals that while shoppers are embracing AI for practical improvements such as real-time tracking and faster returns, they still expect honesty, clarity and a human fallback when things go wrong.
Among 1,027 UK shoppers surveyed, 60 per cent said they want retailers to use AI to power delivery updates and real time tracking, while 57 per cent would prefer retailers to deploy AI to manage delivery and logistics for social commerce orders. A further 57 per cent believe AI can improve order allocation, for example, by shipping from the nearest store or warehouse and 50 per cent would like to see AI used to automate returns, recommending return methods or even issuing instant refunds.
AI is also expected to raise the standard of communication. 54 per cent of respondents want AI to improve post-purchase updates, and 45 per cent would trust AI to resolve delivery issues, but nearly half (49 per cent) still prefer to speak to a human when problems escalate. Consumers want the speed and consistency of automation with the reassurance of human empathy and accountability.
Generational and regional divides show where adoption will hit first. Millennials and Gen Z are the vanguard, with 70 per cent of 25-34-year-olds and 59 per cent of Millennials reporting they have already used AI tools when shopping online, compared with just 16 per cent of over 65s. Geographically, London (53 per cent) and the West Midlands (45 per cent) are leading the way in AI engagement, while usage falls in older or more rural areas. When asked which AI tools they use, shoppers most often cited chatbots (36 per cent), price comparison engines (35 per cent), AI-powered recommendations (33 per cent) and price drop alerts (25 per cent), showing that convenience and value still drive early adoption.
Transparency is non-negotiable; more than half (55 per cent) say that openness about how AI works and uses data is very important, and cost sensitivity continues to temper enthusiasm; only 34 per cent would pay more for faster delivery even if optimised by AI, while 44 per cent reject the idea entirely.
“Consumers are telling retailers exactly what good AI looks like this peak; real time tracking, proactive updates and hassle-free returns, not black box algorithms upselling speed at extra cost,” said Rory O’Connor, founder and CEO of Scurri. “Deploy AI where it removes friction and uncertainty, pair it with human support when things go wrong and be completely transparent about data use. That’s how you win baskets and loyalty in Q4.”
The findings highlight a major shift in consumer expectations ahead of the crucial peak trading season. AI is now seen less as a novelty and more as an operational must have, an invisible engine that ensures orders arrive on time, updates are proactive and returns are seamless.
O’Connor continued, “Retailers heading into peak should focus AI investment on the post-purchase experience, the moment when trust is either won or lost. Prioritising AI for delivery visibility, real-time updates and frictionless returns will have the greatest impact on customer satisfaction and repeat purchase.”
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