New research by customer experience platform Braze, which surveyed 2,000 UK consumers, shows that 70% of UK shoppers think it’s important for brands to understand their preferences when they shop. However, nearly half (43%) are unwilling to share real-time browsing data or AI chat history, even if it means receiving more personalised deals.
- 35% of UK shoppers say they are likely to use AI to find deals or new products, but 43% say they are unlikely to use these tools at all.
- 30% are cautious about AI replacing in-store staff, 16% are concerned about AI’s capabilities and prefer human interaction, and 13% believe AI taking over staff roles would ruin their shopping experience.
- Out of the five countries in the survey, UK shoppers are the most resistant to using AI.
“British shoppers want brands to understand their preferences, but they are increasingly locking down their personal browsing and AI search histories,” said Nico Berliner, GM UK at Braze. “This data standoff means the open-web blind spot is growing, making a brand’s first-party data its most valuable asset. It is more important than ever for companies to make the most of the direct, consented data they already have, so they can deliver smooth experiences across channels and build consumer trust.”
