JOSEPH GABRIEL LAGONSIN

News Editor

Nearly half of UK adults have used artificial intelligence tools during their online shopping journey, according to a survey of 2,000 people commissioned by price comparison group Idealo.

The research found that 46% of UK shoppers had used AI tools while shopping online, and 19% said they consulted AI every day. It also suggested that 75% believe AI will significantly change how people shop in future.

Consumers appear most comfortable using AI at the research stage rather than letting it handle a full transaction. While 74% of AI users said the technology provides useful recommendations, only 41% said they would trust it to complete an entire shopping journey from product discovery to purchase.

The figures point to a gap between interest in AI shopping tools and confidence in them. Nearly a third of respondents, 29%, said AI helps them save time when shopping online, while 33% said they use it to summarise product features.

More than half, 54%, said AI can help them make better purchasing decisions overall. Yet a sizeable minority still prefer established habits, with 35% saying they would rather compare prices using traditional methods.

Trust issues

Concerns over privacy and reliability were central to the findings. Data privacy was the biggest worry overall, cited by 53% of consumers using AI-powered platforms.

At the same time, 42% said they were concerned AI tools could surface unreliable offers or direct them to fake retailers. Another 34% worried about inaccurate recommendations, while 19% viewed AI as a broader risk to society.

The results suggest shoppers are willing to use chatbots and other AI tools as a starting point for research, recommendations and price checks, but many remain cautious about the quality of the information they receive. That could matter for retailers and technology groups trying to make AI a bigger part of eCommerce.

The survey was commissioned after Idealo launched a ChatGPT app aimed at helping consumers with shopping-related searches. The findings suggest AI is becoming embedded in how many people look for products and deals, even as trust remains unsettled.

Nike Herzog-Osikominu, UK country manager at Idealo, commented on the shift in behaviour and the limits of consumer confidence.

“AI is rapidly becoming part of how people shop, particularly when it comes to researching products, comparing prices and finding the best deals. Consumers clearly see the value in having an assistant that can help them save time and make more informed purchasing decisions.

“At the same time, our research shows that trust remains the biggest barrier to wider adoption. While shoppers are increasingly turning to AI for recommendations, many still want reassurance that the prices, products and retailers being presented are accurate and reliable.

“As AI becomes a more common starting point for online shopping, consumers will expect greater transparency around where recommendations come from and whether offers can be trusted. The platforms that succeed will be the ones that combine convenience with credibility,” Herzog-Osikominu said.

The findings add to the wider debate about how quickly consumers will accept AI-led services in day-to-day purchasing. Although many respondents said the technology is useful, the lower level of trust in handing over the full buying process suggests adoption may depend as much on confidence and verification as on convenience.

Price comparison emerged as one of the clearest areas where respondents see value in AI tools. Even so, concerns that automated systems could point shoppers towards fake retailers or misleading offers highlight the commercial risk for platforms that fail to establish reliability.

Herzog-Osikominu also linked that issue to Idealo’s role in the market.

“This is exactly where Idealo adds value – by combining the convenience of AI-powered shopping with trusted price comparison, transparent retailer information and reliable product data, helping consumers make more confident purchasing decisions,” Herzog-Osikominu said.

The Lord Kitchener in Bampton Road, Curbridge closed down in August 2022, but was relaunched last month to the public.

Paul and Lianne Newton purchased the property from Greene King in 2024, free of lease, and set about organising an extensive refurbishment.

Mr Newton said: “We’ve been blown away by the support we’ve received so far.

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“We’ve already taken bookings for a wedding reception, and we’re receiving enquiries for events and private parties right through into 2027.

“It’s been an incredible start.”

Kitchen staff at the Lord Kitchener in Curbridge during its launch party on Wednesday, July 15 (Image: Contributed)

The roadside oak-beamed pub dates from the early 18th century when it was known as the Herd of Swine.

The village social club was based there, and it supported local charities.

Military veteran Mr Newton now wants to turn it into a welcoming hub at the heart of the community.

It reopened on Wednesday July 15, but the couple say there are still some final touches to be done.

The Lord Kitchener in Curbridge reopened on Wednesday, July 15 (Image: John Winney)

Mr Newton explained: “We knew there would always be more to do, but we wanted to get open, welcome people in and build a fantastic team.”

Included in that team is head chef James Brooks, who brings more than 30 years experience as a professional cook to the Lord Kitchener.

The menu is inspired by the vibrant flavours of the Mediterranean, showcasing fresh ingredients and complemented by carefully selected drink pairings.

Food includes Pamboli sandwiches, tapas, burgers, fish and chips and Argentinian grill steak.

The Lord Kitchener in Curbridge reopened on Wednesday, July 15 (Image: John Winney)

“We’re learning every day,” said Mr Newton, “adapting and continually improving as we bring our vision to life”.

He added: “Our goal is to create a place where everyone feels welcome and enjoys spending time.

“We’re incredibly grateful for everyone’s support, patience and encouragement as we continue to grow.

Paul and Lianne Newton of the Lord Kitchener in Curbridge during its launch party on Wednesday, July 15 (Image: Contributed)

“We’re excited about the future of The Lord Kitchener and look forward to creating something truly special that the whole Curbridge community can be proud of.”

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Local councillor Liam Mackenzie said after it opened: “Great to see the Lord Kitchener reopen in Curbridge a couple of weeks ago, bringing the number of pubs in the Ducklington Ward from 1 to 2!

“The only question now – where else needs a new pub?!”

Curbridge and Lew Parish Council owns a one-acre field alongside the pub called the Lord Kitchener Field.

In the early 2000s the pub was owned by Oxford-based brewery Morrells, which Greene King bought.

SOFIAH NICHOLE SALIVIO

News Editor

Wipro and Rubrik have launched Enterprise Resilience as a Service, aimed at enterprises facing cyber and operational disruptions.

The service combines Rubrik’s cyber and data resilience platform with Wipro’s WINGS delivery platform, part of the Wipro Intelligence portfolio. It is designed to move resilience beyond conventional backup and disaster recovery into a continuous operating model spanning technology, operations, and business processes.

The launch reflects growing demand from large companies for recovery planning that covers not only data restoration but also business continuity, identity protection, and responses to attacks that affect multiple systems at once. It also comes as organisations adopt more artificial intelligence tools, adding new operational and governance risks to existing cyber security concerns.

Under the service, companies identify critical systems, define the level of disruption the business can tolerate, and set recovery priorities. Those assessments then shape system architecture, governance models, and recovery playbooks.

Rubrik’s role centres on the underlying resilience platform. The service includes immutable protection, rollback of AI-driven changes, rapid identification of clean recovery points, threat-aware recovery, and protection for critical identity systems.

Wipro’s WINGS platform is intended to automate recovery workflows and support continuous assessment of a company’s resilience posture. The approach is designed to shift resilience from an activity triggered by incidents or periodic reviews into an ongoing management process.

Business focus

Satish Yadavalli, Global Business Head – Cloud, Infrastructure, and Security Services at Wipro, outlined the company’s position on the service.

“Where most resilience engagements start with technology, Wipro’s starts with the business use cases, and that distinction is what makes ERaaS stand out,” said Satish Yadavalli, Global Business Head – Cloud, Infrastructure, and Security Services at Wipro. “Together with Rubrik’s Zero Trust recovery capabilities, ERaaS will identify critical systems, map impact tolerances, and quickly establish recovery priorities. Leveraging our consulting capabilities, we will work closely with clients to translate these insights into resilience-by-design architectures, governance frameworks, and recovery playbooks.”

The companies are positioning the service as a consulting-led offering rather than a standalone software product. That suggests Wipro is seeking to tie cyber recovery more closely to broader transformation and risk programmes, while Rubrik extends its reach into larger enterprise accounts through service partners.

The partnership also highlights how cyber recovery has become a more prominent part of enterprise technology spending. Businesses have traditionally separated backup, disaster recovery, cyber security, and operational continuity into different teams and budgets. Vendors and services firms are now trying to bring those strands together as attacks become more disruptive and boards seek clearer accountability for recovery.

Recovery strategy

Rubrik described the joint service as part of a wider resilience agenda that treats recovery as a core operating requirement rather than an emergency measure.

“Together with Wipro, we are helping customers operationalize cyber recovery as a core part of a broader enterprise resilience strategy,” said Alok Agrawal, Chief Solutions Officer at Rubrik. “Moments of disruption are inevitable, which is why this joint offering is critical for safe, confident, agile recovery.”

Wipro employs more than 240,000 people across 65 countries and has been expanding its AI-related services through the Wipro Intelligence portfolio. Rubrik, which focuses on data protection and cyber resilience, has been building its position around securing and recovering data, identities, and workloads across cloud environments.

The launch adds to a crowded market for managed cyber resilience and recovery services, but the companies are drawing a distinction through continuous assessment and business-led design. In practice, customer uptake is likely to depend on whether enterprises are prepared to embed recovery planning more deeply into day-to-day operations rather than treat it as a compliance exercise or an insurance policy.

Rubrik’s platform in the new service also supports recovery of data, infrastructure, and identities while aiming to reduce downtime and business risk.