Adyen, the global financial technology platform of choice for leading businesses, today published its 2026 Retail Report, revealing a growing appetite for AI among UK shoppers. AI is quickly moving to a mainstream shopping tool, with its adoption among UK consumers more than doubling over the past year, rising from 12% to nearly 28%. Gen Z shoppers continue to lead the charge in adoption (43%), followed closely by Millennials (42%). This growth is being fueled by a wave of new adopters: over 18% of Gen Z and 15% of Millennials used AI for shopping for the first time in the last 12 months.
AI moves to the checkout
The report finds that 44% of UK shoppers are now open to having AI handle the entire shopping process, including the final purchase, once search criteria and preferences are set (e.g. budget, features, brand). Readiness is particularly strong among Millennials, with nearly half (49%) willing to allow AI to make purchases on their behalf. This enthusiasm is reflected across multiple generations, including Gen Z (41%), Gen X (42%), and nearly one-third of Baby Boomers (33%).
This willingness is driven by a desire for efficiency and discovery. Among those using AI assistants when shopping, over half (53%) say it saves them time, and 51% agree it helps cut through online noise. Almost half (48%) of those polled want retailers to use AI for proactive product recommendations, indicating a consumer base ready for a more curated, automated experience. Shoppers are ready for AI to move past simple recommendations and become a trusted sales channel that automatically handles the transaction.
“Customers are moving past the ‘browsing’ phase of AI and starting to move towards the ‘buying’ phase,” commented Nicole Olbe, Managing Director at Adyen UK. “Almost half of UK shoppers are ready for AI that not only suggests products but actually completes the purchase. This shift will fundamentally change the checkout experience, and retailers must prioritize the underlying payment infrastructure to support both the security and the scale required.”
Prioritizing security and transparency
While enthusiasm is high, the transition from recommendation engine to personal shopper depends on maintaining consumer trust. When asked what is most important for them to trust AI with the final purchase, 34% of shoppers prioritized clarity on accountability, specifically knowing who is responsible (the AI provider, retailer, or shopper) if the wrong item is purchased.
Almost one third (32%) wanted the control to review and cancel the purchase after selection. Equally important, (32%) cited security of payment information and data privacy as a top priority.
For shoppers who are not yet ready for AI to buy for them, the concerns are mostly focused on risk and control. Over one third (34%) cited concerns about data privacy, and 31% cited fear of mistakes (e.g., wrong size or color).
Retailers prioritize safety over speed
Retailers are acutely aware of both the opportunity and the risks of AI, with over half (50%) of retailers planning to expand their AI investments over the next year to enhance their customer experience. When asked, the vast majority (84%) of UK retailers said they are open to enabling AI to shop on behalf of consumers, with 49% viewing it as a top strategic priority and 34% planning on investing in this technology over the next 12 months.
However, aligning with consumer demands, retailers are prioritizing safety over speed. When asked about the most important factors for adopting this technology, 39% cited ensuring complete data security, and a similar amount (38%) prioritized effortless systems integration. For the minority of retailers resisting the shift, the top fear (36%) is the loss of the direct customer relationship.
“While nearly half of retailers say they’re prioritizing this technology, many fear losing that personal connection with the customer,” said Carlo Bruno, VP of Product at Adyen. “The way forward is to make sure AI is a powerful additional channel that offers shoppers a new way to transact, while ensuring the retailer remains in control of the customer relationship and data. The biggest hurdle isn’t the technology, it’s the relationship.”
