With reports that retailers are trialling AI-powered shopping trolleys designed to encourage shoppers to spend more, Bazaarvoice’s latest Shopper Experience Index suggests the technology is arriving at a time when UK consumers are becoming more deliberate than ever about their purchasing decisions.
The research found UK shoppers remain highly cautious:
41% still begin their shopping journey with traditional search, compared with 35% globally.
Just 6% start with an AI shopping assistant, almost half the global average (11%), suggesting British consumers still prefer to do their own research.
Nearly half (49%) describe themselves as “thrifty shoppers”, while 46% say they’re increasingly open to buying private-label, pre-loved or refurbished products.
Despite ongoing cost pressures, 51% admit they’re still treating themselves to affordable “little luxuries”.
More than half (53%) say unexpected shipping costs are the biggest reason they’ll abandon a purchase.
As retailers experiment with AI tools designed to increase basket size, the research suggests they’ll need to balance personalisation with transparency and trust if they want consumers to engage.
David McIntosh EMEA MD from Bazaarvoice says: “The retail sector is investing heavily in AI experiences that assume consumers want less involvement in decision making. However, research from our Shopper Experience Index suggests the opposite. Shoppers want AI to help them make decisions, not take over their decision making.”
