Business & Technology
UK shoppers prefer humans to AI for complex retail issues
SOFIAH NICHOLE SALIVIO
News Editor
Manhattan Associates has published research showing that most UK shoppers prefer human staff to AI assistants for complex retail service issues. The survey covered 2,000 UK consumers.
Nine in 10 respondents said they would rather deal with a person when handling complex complaints, and 90% preferred human help when negotiating refunds. The findings suggest shoppers draw a clear line between routine tasks they may hand to automated tools and more sensitive interactions where they want staff involved.
Returns emerged as another area where human contact still dominates. The research found that 81% of shoppers prefer a human store associate over a digital assistant for product returns, compared with 19% who favour a digital assistant.
Among those who chose human support for returns, trust was the most common reason, cited by 70% of respondents, followed by accuracy at 53%. Among those who preferred a digital assistant, convenience and speed were the main factors, at 63% and 60% respectively.
The results come as retailers and supermarkets test AI shopping assistants and customer service tools across online and store operations. The data suggests consumer acceptance may depend less on whether the technology is available and more on whether shoppers believe it is suitable for the task at hand.
Selective use
There was more willingness to use AI for straightforward tasks. More than a third of respondents, 36%, said they were happy to use a digital assistant for practical jobs such as finding a returns drop-off point.
This points to a more selective approach from consumers rather than outright resistance to automation. Shoppers appear willing to use AI where the interaction is simple, low-risk and time-sensitive, but remain cautious when the issue involves money, complaints or judgement.
Martin Lockwood, Senior Director at Manhattan Associates, said the findings show a gap between the retail sector’s enthusiasm for AI and how customers want to use it.
“Conversations around AI in retail are often framed around what the technology can do. But what matters just as much to people is what they trust that technology with. This isn’t about replacing people – it’s about using AI to augment them and give them the space to do what they do best. This is what will build the kind of customer experiences that create lasting loyalty.”
Trust and accuracy
The figures underline how strongly shoppers associate human service with reliability when the outcome matters. Product returns, complaint handling and refund discussions often involve explanation, discretion and the possibility of disagreement, all of which appear to push consumers towards human interaction.
By contrast, the appeal of digital assistants was tied to faster completion of simple tasks. That suggests retailers may find greater acceptance for AI tools in areas such as navigation, information retrieval and basic service queries, rather than in dispute resolution or exception handling.
For retail operators, the findings raise practical questions about where to place AI within customer service channels. Businesses that direct automated systems to high-volume, routine interactions may face less resistance than those that use them at moments when customers expect empathy or personal judgement.
The research also points to a risk for retailers that overuse automation in areas where customers still want a person. Service changes that reduce access to staff during returns or complaints could undermine trust if shoppers feel they are being pushed into a process they do not want.
Lockwood said retailers should treat AI and staff as having different roles rather than as substitutes.
“Retailers need to look at AI and human associates as having complementary strengths, not competing ones. The data tells us exactly where consumers want speed and where they want trust. Aligning your customer experience strategy to that insight is essential as the capabilities of AI continue to expand.”
Jayden, 13 launched Jay’s Bakes from his home in Taunton Road in Bicester on Saturday, June 20.
His late nan, a keen baker herself, was the inspiration behind his passion, as well as time spent helping his uncle with his catering business.
Over the last 18 months he has honed his skills by preparing sweat treats every day after school.
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Determined to turn his hobby into something more, Jayden spent two and a half months researching requirements, gaining his Level 2 food hygiene certificate and officially registering his business, mostly without adult intervention.
After four days of preparation, the business officially launched.
Customers were treated to a wide selection of homemade goods, including M&M cookies, Kinder brownies, Biscoff cookies, Victoria sponge trays, lemon drizzle cups and viral ‘dot cakes’.
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His Kinder brownies proved particularly popular, and by the end of the day he had sold out of everything, taking £210.
Despite feeling “excited and a bit nervous” beforehand, Jayden said the opening was a success, with a strong turnout and positive feedback shared on social media.
His favourite moment came when he officially opened the shed by cutting the ribbon.
Supported by his mum, stepdad, grandparents and uncle, Jayden first began selling from a table in May before building and painting his now-signature blue cake shed.
He now plans to continue baking and selling regularly, bringing his creations to the local community.
Lidl has been given planning permission to build its ninth supermarket in Oxfordshire, despite concerns over flooding.
Aldi opened in Didcot in 2015 and has a supermarket at the Jubilee Way roundabout but shoppers in the town have had to wait over a decade for Lidl to follow.
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South Oxfordshire District Council has now backed plans by the German retailer for a new supermarket in Abingdon Road.
Former Didcot mayor Mocky Khan said: “This give the residents of Didcot more choice, especially when you consider the cost of living environment we have at the moment.
“The town is growing with more new homes being built, and with more growth it’s good to have a wide variety of supermarkets to fit all budgets,”
The plans for the new supermarket were first submitted in 2024.
Didcot Town Council previously objected to the scheme, on the grounds of a lack of flood risk mitigation measures, along with the county council who said there was “insufficient information”.
The town council noted there are “several flooding incidents in the area, especially when the Marsh Bridge water pumps fail”.
But in a report by planning officers granting permission to the supermarket, those issues have now been addressed by Lidl.
The officers said the proposals “largely accord” with the policies around planning, and more can be done to “break up” the car park with greenery.
Planning officers chose to let Lidl build the new supermarket subject to conditions.
They said in a report: “Balanced against this policy conflict is the fact that this is a previously developed site, which is currently in a dilapidated state.
“The proposals represent a significant improvement on the current underutilisation of the site and on its appearance.
“The National Planning Policy Framework and Local Plan set out significant support for the reuse of previously developed land.
“As stated in the applicant’s planning statement, there have been previous enquiries as to the redevelopment of the site that have not come to fruition.
“Given this, finding a viable use for the site is a clear benefit which I consider to be of substantial benefit.”
Thirty-four residents had objected to Lidl’s plans, highlighting concerns over extra traffic, there being no need for another supermarket in the town and there being more appropriate locations to build in their view.
Didcot already has an Aldi store just off Broadway and a Sainsbury’s, M&S Foodhall and Asda.
The nearest Lidl to the proposed site are in Lupton Road, Wallingford, and Marcham Road in Abingdon.
Three people wrote in to support the new Lidl, recognising the benefits of a discount food store and the further jobs it will create.
Lidl has said its proposals for a Didcot supermarket would deliver 40 full-time equivalent jobs as well as further employment during the construction phase.
No opening date was given by the retailer, while the developer is currently on site progressing with the enabling works.
A spokesman said: “We’ve seen demand for our affordable, high-quality products continue to rise in Oxfordshire, and we are committed to serving more communities in the area.
“Our new store will create around 40 new jobs and build on our continued growth.
“We’re excited to be a step closer to opening this store and thank everyone who has supported us on our journey so far.”
It also said the £12m investment would work with the 6,300 new homes allocated to be built, as per the local plan.
Dalcour Maclaren, a specialist in utilities and infrastructure, announced the news on June 22, following a detailed assessment of its operations, including governance, employee wellbeing, environmental impact, and social responsibility.
James Neil, CEO of Dalcour Maclaren, said: “This is a fantastic achievement for Dalcour Maclaren.
“B Corp status gives us the official badge that recognises everything that matters most to us in our culture, our values, and how we make decisions for our people and our clients. We thrive on doing things differently at DM and B Corp absolutely endorses this.”
The certification means the company meets rigorous standards of social and environmental performance, transparency, and accountability.
Dalcour Maclaren now joins more than 10,000 B Corps worldwide and over 2,600 in the UK, including well-known names such as The Guardian, Innocent Drinks, Patagonia, and The Big Issue.
Chris Turner, CEO of B Lab UK, said: “Welcoming Dalcour Maclaren to the B Corp community is hugely exciting. Its commitment to doing business differently will be an inspiration to others and will help spread the notion that success in business is as much about people and planet as it is profit.”
Dalcour Maclaren operates across the UK and Ireland, supporting major projects in energy, water, transport, and digital infrastructure. The company’s services include land, planning, environment, stakeholder engagement, and geospatial services.
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