A new report from CI&T has revealed a surprising disconnect at the heart of UK shopping: while the majority of consumers are already using AI in their retail journeys, retailers need to do more to deliver standout experiences.
The Retail Tech Reality Check report, based on a survey of 2,000 consumers across the UK and Ireland, shows that AI has become firmly embedded in how people browse and buy. According to the findings, 61% of consumers are using or have used AI when shopping, and more than half (53%, to be exact) do so frequently. But, despite this widespread adoption, the technology is failing to leave a memorable impression.
In fact, 68% of respondents said they could not name a single AI-powered shopping experience that impressed them.
For an industry banking on AI to drive loyalty, personalisation and convenience, this marks a substantial gap between promise and reality. So why is this the case?
Consumers Want AI, So This is a Major Opportunity for Retailers to Build Greater Trust and Do It Well
The report highlights a paradox – shoppers want retailers to embrace AI, but they also want the reassurance that it will be used responsibly. 64% of consumers want AI to improve their shopping experiences, yet scepticism remains high. This signals strong demand but highlights where retailers can do more to earn consumer confidence.
The biggest barrier, it seems, is data privacy.
Consumers cited privacy concerns as their top hesitation around AI usage, followed by fears the technology could be biased or push them towards certain brands. This lack of trust has a direct impact on purchasing behaviour. According to the report:
- 83% say a data breach affects their shopping behaviour
- 47% stop shopping with a retailer, temporarily or permanently, after a security incident
With trust on shaky ground, retailers face a challenge and growth opportunity – that is, they need to integrate AI meaningfully while proving they can protect customer information and build long-term trust.
A Converging Retail Journey: Social Media, Search and Purchase as One
The research also highlights how dramatically the path to purchase has shifted.
Social commerce has now crossed into the mainstream, with 70% of consumers having purchased something directly or indirectly through social media. Facebook and TikTok lead the way, cementing how product discovery, research and buying are rapidly merging into a single journey.
But, even as digital behaviours are seemingly evolving, long-standing frustrations persist. A whopping 87% of consumers say they have gone in-store to buy an item they researched online, only to find it unavailable – a stark reminder that retailers still struggle with basic inventory visibility.
Adding to this complexity are rising economic pressures. 80% of respondents expect prices to increase over the next few years, and 64% plan to be more cautious with their purchases. With affordability and convenience top of mind, consumers are looking for tech that genuinely helps them shop smarter, and that means saving money.
Retail’s Tipping Point: AI That Saves Time, Builds Trust, and Adds Value
Melissa Minkow, Global Director of Retail Strategy & Insights at CI&T, emphasised the need for retailers to adopt AI in ways that genuinely serve customers.
According to the survey, convenience remains the strongest driver of channel choice, and shoppers want AI to streamline the basics – this means saving time, improving product discovery and helping them secure the best prices.
According to Minkow, “Consumers are seeking solution-oriented shopping experiences, but discovery and control are still crucial parts of the journey. It is up to retailers to build and be part of the most valuable path to purchase for the shopper, without sacrificing their opportunities for exploration.”
CI&T believes 2026 will mark a tipping point for the retail industry, as UK shoppers push for experiences that are smarter, faster and more relevant – with trust being a key differentiator for retailers who get AI right.
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