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 (AI) in their retail experiences, a significant trust and control gap remains. 72% of consumers expressed concern about AI making decisions without their input. Millennials were the least concerned among all age demographics at 62% while the oldest so-called Silent Generation were the most concerned at 82%.
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% believe AI enhances their overall experience. 38% of UK shoppers already use AI tools for online shopping while 49% 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% want AI-powered delivery updates like real-time tracking while 57% believe AI can improve order efficiency.
Despite this enthusiasm, 72% of respondents fear losing decision-making power and only 46% 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% worry about AI making decisions without their input while 50% are split on whether AI can enhance shopping without compromising privacy. And, 94% 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.
* Survey undertaken during July 2025 among 1000 UK consumers – Gen Z, Millennial, Gen X, Baby Boomers, Silent Generation. Gender 50/50 male/female. Location – England, Scotland, Wales, N Ireland weighted for population density.
