Christmas shopping in the UK looks different this year as more people turn to AI to help choose gifts and complete purchases. New research from payments consultancy PSE Consulting shows that 49% of UK adults already use AI tools on a regular basis. The figures come from a nationwide survey carried out ahead of December.
The same research found that 22% of adults plan to use AI tools to help with Christmas shopping. This covers tasks such as searching for products, comparing prices and managing baskets. PSE Consulting said this marks a clear change in how people prepare for the festive season.
Age plays a big influence, because among people aged 18 to 34, 42% plan to use AI for Christmas shopping, almost double the national average. PSE Consulting said this group tends to live in cities and have higher incomes, which links to greater use of digital tools in daily life.
These shoppers already use AI daily or several times a week. The research describes them as early adopters who feel comfortable letting technology guide spending decisions, even during the busiest retail period of the year.
Can AI Really Handle Payments On Its Own?
One of the most interesting findings from PSE Consulting centres on trust. Among those planning to use AI for Christmas shopping, 85% said they would trust the technology to place orders and make payments on their behalf. This covers full checkout activity, not only browsing or price checks.
PSE Consulting said this shows a clear move towards agentic commerce, where AI completes purchases from start to finish. For shoppers short on time in December, the appeal lies in speed and convenience during busy weeks.
This behaviour links closely to recent developments in payments technology. Earlier this year, OpenAI launched its Agentic Commerce Protocol in partnership with Stripe. The system allows AI tools to carry out transactions once a shopper sets rules and preferences.
The service has not reached Europe yet due to Strong Customer Authentication rules. PSE Consulting said it may take another 6 to 9 months before wider access becomes possible, though interest already appears strong.
Who Feels Left Out Of AI Driven Shopping?
Younger and more affluent shoppers use AI often and feel comfortable letting it manage transactions. Older shoppers feel very differently.
Among people aged 55 and over, more than half never use AI tools at all. Around 80% in this group said they would not rely on AI for Christmas shopping. PSE Consulting linked this to lower digital exposure and less trust in automated systems.
Early adopters are still cautious and many said they worry about returns, wrong items arriving, and unclear checkout screens. Trust may exist, though practical concerns still influence final decisions during the festive rush.
What Worries Shoppers About AI At The Checkout?
Security is a big one; PSE Consulting found that 49% of shoppers worry about how their data gets used. Another 46% fear fraud when AI handles payments.
Around 41% said they worry that AI might choose the wrong item, especially when gifts need specific sizes, colours or brands. Only 9% of those surveyed said they had no concerns at all.
These worries explain why trust builds slowly. PSE Consulting said transparency and solid safeguards will decide how big AI shopping becomes during future Christmas periods.
How Big Could AI Shopping Become?
PSE Consulting commissioned the research as global spending through AI tools grows fast. Analysts linked to the study expect AI powered shopping to influence large sums over the next few years.
In the US alone, automated shopping tools may influence up to $1 trillion in online spending by 2030. Worldwide totals could run into several trillion dollars, according to projections referenced in the research.
Chris Jones, Managing Director at PSE Consulting, said: “What’s remarkable is how quickly AI has moved from novelty to an integral part of shopping.”
“AI is now becoming an active participant in the payment process. Systems designed for human-paced transactions are now under pressure to support high-frequency, autonomous agent-initiated flows. This has major implications for fintechs, merchants, and payment processors, especially around real-time authorisations, fraud detection, and liability management.”
He added: “The emerging ‘AI confidence divide’ is quietly reshaping shopping behaviour this Christmas. Early adopters are already turning to AI daily to hunt for deals and select gifts, while more traditional shoppers are taking a wait-and-see approach. Businesses that want to stay relevant will need to rethink how they engage customers, whether through integrated AI tools, personalised assistants, or new ways of presenting products that appeal to both early adopters and more hesitant consumers.”
