Nearly half of UK consumers aged 28 to 43 express a willingness to entrust artificial intelligence with their entire shopping journey, including payment, according to a recent survey conducted by financial technology platform Adyen. This finding highlights a significant shift in AI adoption among consumers, with the overall use of AI shopping assistants more than doubling over the past year.
The latest annual Retail Report from Adyen reveals that AI shopping assistant adoption surged from 12% to 28% across all age groups in just 12 months. Notably, over 18% of those aged 16 to 27 and more than 15% of consumers aged 28 to 43 have adopted the technology as new users during this period. The survey, carried out by Censuswide between November 21 and December 3, polled 2,000 UK adults alongside 500 retailers, providing a comprehensive view of the evolving retail landscape.
Among current AI assistant users, 53% reported that the technology has significantly saved them time, while 51% noted its effectiveness in cutting through what they described as “online noise.” These statistics suggest that consumers are increasingly turning to AI not just for assistance but for a more streamlined shopping experience.
Retailers are also responding positively to this trend, with 84% indicating their willingness to allow AI to complete purchases on behalf of customers. Furthermore, nearly half (49%) of retailers are prioritizing the integration of AI technologies for the upcoming year. This openness reflects a broader industry recognition of AI’s potential to enhance customer service and operational efficiency.
Nicole Olbe, managing director at Adyen UK, commented in the company’s annual report, “Customers are moving past the ‘browsing’ phase of AI and starting to move towards the ‘buying’ phase. 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.”
This embrace of AI technology underscores a pivotal moment in the retail sector, where the convergence of technology and consumer behavior is reshaping how shopping is perceived and conducted. As AI capabilities continue to evolve, both retailers and consumers are likely to experience a more seamless and efficient shopping environment.
Looking forward, the implications of these findings raise questions about the future of retail. As AI becomes an increasingly integral part of the shopping experience, it will be essential for businesses to adapt swiftly to meet consumer expectations. The ongoing development of AI technologies may not only redefine purchasing dynamics but could also establish new standards for customer engagement and satisfaction.
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