Retailers investing in AI ahead of Peak 2026 risk focusing on operational efficiencies while overlooking the delivery fundamentals that matter most to shoppers, according to new research from Scurri.
Two studies of UK retailers and consumers show businesses accelerating their use of AI to tackle rising costs and increasingly complex customer journeys. But shoppers want to keep delivery affordable, be told when their order will arrive and get communications quickly when something goes wrong.
64% of consumers worry retailers are using AI mainly to reduce costs. Among retailers, business efficiency is one of the leading reasons for AI adoption, cited by 32%.
Yet shoppers appear less interested in the technology than the outcome. When waiting for an order, 53% say real-time tracking matters most and 44% prioritise an accurate delivery date. Almost half (47%) would accept a Peak order arriving late if they had been warned in advance.
The findings also challenge the assumption that Peak shoppers demand even faster fulfilment. Free delivery matters to 61%, compared with 29% prioritising next day delivery and just 13% same day. Two thirds (67%) would accept longer delivery times during Peak in return for free or cheaper delivery.
The Peak battleground may therefore be shifting from speed towards certainty and value. Retailers are looking to AI to help deliver this. Almost six in ten (58%) say they are likely to use automated AI to manage ecommerce delivery strategy and carrier operations, while retailers estimate AI automation of carrier management could reduce delivery costs by an average of 10.6%.
AI could also help address problems before they reach the customer; 33% of retailers see potential in predicting and preventing failed deliveries, while 31% identify monitoring delivery issues and carrier performance.
Consumers want AI but they also want control. Some 60% would be likely to use an AI agent capable of resolving a delivery problem, such as finding a parcel, rearranging delivery or organising a refund or replacement. However, 88% say they should always have the option to speak to a human and 85% want to know when they are interacting with AI. 31% do not believe AI would improve their delivery experience at all.
Rory O’Connor, Scurri founder and CEO, said, “Peak is going to provide a reality check for retail AI. Retailers understandably want AI to reduce costs and complexity, but shoppers don’t care about the technology, they want to know whether delivery is affordable, whether it arrives when promised and whether someone takes responsibility when things go wrong.”
“The opportunity is to use AI to make the delivery promise more intelligent, by selecting the right carrier, identifying potential failures before they happen and giving retailers and customers better visibility.”
