According to a recent Zendesk survey of over 8,400 global consumers, British shoppers rank among the most digitally aware regarding AI. As many as 84% of UK consumers are familiar with AI tools like digital shopping assistants, and nearly half (45%) have used them in the past. Yet, despite this, UK consumers resist using AI for purchasing decisions. 63% prefer not to engage with AI when shopping online, compared to a lower global average of 44%.
“In the next five years, Zendesk data anticipates that 80% of customer interactions will be managed by AI. The UK findings present a unique opportunity to demonstrate the benefits of AI, and retailers should look to foster trust and loyalty by enhancing the shopping experience with digital assistants while maintaining essential human support,” comments Eric Jorgensen, VP EMEA at Zendesk.
Despite retail investments in AI to improve customer experience and handle high shopping volumes, just 11% of Brits indicate they’ll consider using AI during Cyber Week, compared to a global average of 27%.
Moreover, 37% of those avoiding AI feel uninformed about how these tools could enhance their shopping experience.
UK shoppers see specific areas where AI tools could support their needs, even if they are hesitant to use them. Over half would consider AI for getting quick answers to product queries, 50% value AI for 24/7 support, and 49% for reducing wait times.
For many Brits, human interaction plays a crucial role in the shopping experience. Around 65% appreciate the personal touch in customer service, and over half (53%) would still opt for human support over AI, compared to a global average of around 42%.
The younger demographic, aged 18-24, holds mixed views on AI. Only 37% express trust in AI, the lowest among all age groups. Yet, they also prefer personalization, with 64% willing to use AI chatbots for tailored recommendations—significantly higher than the UK average of 24%. For them, personalisation is critical, with 43% believing chatbots deliver custom recommendations, and 27% are comfortable with brands storing data to boost these experiences.
Looking toward Black Friday, 45% of young shoppers would leverage AI if it helps secure the best deals, and 26% would use it to identify optimal financial options during tough economic times.