A new nationwide study from Scurri, the delivery management and post-purchase experience software provider, reveals that while UK shoppers are increasingly embracing Artificial Intelligence in their retail experiences, a significant trust and control gap remains. 72 per cent of consumers expressed concern about AI making decisions without their input. Millennials were the least concerned among all age demographics at 62 per cent while the oldest so-called Silent Generation were the most concerned at 82 per cent.
Research detailed in a new report, ‘AI and the new post-purchase consumer: how smart delivery drives loyalty in the age of social commerce’, shows that half of UK shoppers are already using (or are open to) AI-powered shopping assistants and 60 per cent believe AI enhances their overall experience. 38 per cent of UK shoppers already use AI tools for online shopping while 49 per cent 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. This extends into the delivery and post-purchase stages where 60 per cent want AI-powered delivery updates like real-time tracking while 57 per cent believe AI can improve order efficiency.
Despite this enthusiasm, 72 per cent of respondents fear losing decision-making power and only 46 per cent 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.
“Consumers welcome AI but on their own terms,” said Rory O’Connor, founder & CEO of Scurri. “They want the benefits of speed, personalisation and convenience, but they also want transparency, choice and control.”
This level of adoption is tempered by trust and control concerns. 72 per cent worry about AI making decisions without their input while 50 per cent are split on whether AI can enhance shopping without compromising privacy. And, 94 per cent say it’s important that AI tools are transparent about how they work and use data.
O’Connor 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.”
Share