Business & Technology
AI tools used by 36% of grocery shoppers, survey finds
JOSEPH GABRIEL LAGONSIN
News Editor
Rithum has published research showing that 36% of consumers have used AI tools to help buy groceries. The survey covered 1,046 online shoppers in the US and UK.
The findings suggest AI is moving into routine retail decisions, with shoppers using large language models and other tools before visiting supermarket websites or apps. Among those who used AI for grocery shopping, 66% said they used it to compare prices or assess options before buying.
Another 47% used AI to research product information, while 28% had already used AI tools to complete a grocery purchase. The figures point to a shift in how some consumers discover, assess and select grocery products in a market where convenience and price remain central to buying decisions.
For grocers, the data suggests AI tools are becoming another route through which shoppers find products and compare offers. That could make product data, pricing and promotions more important in systems beyond retailers’ own digital channels.
Sam Griffin, Vice President of Strategy and Engagement at Rithum, said shoppers are using AI in ways that could alter how retailers compete for attention. “Consumers are increasingly using AI as a personal grocery comparison tool, forcing retailers to compete in entirely new discovery environments,” Griffin said.
He said the issue extends beyond simple search into recommendation-led shopping. “When shoppers ask AI where they can find the best deal, the most suitable product, or the fastest delivery option, retailers need to ensure their pricing, promotions and product information are accurate enough to surface in those recommendations,” Griffin said.
Changing habits
The research adds to a wider debate in retail and technology about how AI tools may reshape product discovery. Search engines, retailer apps and brand websites have long been the main digital routes into online shopping, but conversational AI services are beginning to act as an earlier filter for decisions on price, suitability and availability.
That change may be especially notable in grocery, where purchases are frequent, margins are tight and shoppers often decide quickly. If consumers increasingly ask AI tools to identify cheaper alternatives, compare pack sizes or suggest delivery options, supermarkets may face pressure to adapt how they present and update product information.
The data also suggests AI use is not confined to expensive or infrequent purchases. Grocery shopping is among the most routine consumer activities, and AI’s emergence in that process suggests the tools are becoming part of everyday behaviour rather than a niche experiment.
Rithum works with retailers including ASOS, M&S, Aldi and Shein. The survey respondents were evenly spread across age groups: 25% were aged 18 to 27, 26% were 28 to 43, 25% were 44 to 59 and 24% were 60 or older.
Discovery shift
The results underline how discovery in online retail is fragmenting across more channels. Instead of moving directly from a retailer’s homepage or app to a product listing, some shoppers now begin with a question to an AI assistant and receive options compiled from multiple sources.
For retailers, that raises questions about how visible their offers are when AI tools generate responses based on available product details, delivery terms and price points. It may also affect how brands and supermarkets think about digital shelf space, especially if recommendations from AI services influence where shoppers go next.
The survey was conducted among online shoppers in two large consumer markets, the US and UK, giving it a cross-market view of adoption. While the figures do not show how often consumers rely on AI for every grocery purchase, they suggest a significant minority have used the technology at some point in the past six months.
Among that group, price comparison appears to be the leading use case, ahead of product research and completed purchases. That pattern reflects the practical role AI is beginning to play in grocery buying, where shoppers often prioritise value and quick access to relevant information.
The survey found that more than a quarter of respondents who used AI for grocery shopping had gone beyond research and comparison to complete a purchase using the tools.
Business & Technology
Oxford Vaccine Group seeks volunteers for world-first Ebola trial
The trial, known as BD-Ebov, is testing a candidate vaccine called ChAdOx1 Ebola BDBV Vaccine, developed at the University of Oxford using the same platform technology that underpinned the Oxford-AstraZeneca Covid-19 vaccine.
The backdrop is a serious one. In May 2026 the World Health Organisation declared a public health emergency of international concern after cases of severe fever and death linked to Bundibugyo virus were detected in the Democratic Republic of the Congo. The virus, normally carried by fruit bats, can cross into humans through contact with infected animals and then spread between people through direct contact with body fluids.
Until now, there has been no licensed vaccine specifically targeting this strain. The Oxford trial is the first attempt to change that.
Researchers are recruiting healthy adults aged 18 to 55 who are in good health and able to attend regular face-to-face appointments in Oxford. The study runs for a year, with up to 12 visits at the Headington site. Volunteers have blood tests at each visit, are reviewed by a study clinician, and log any symptoms in an electronic diary.
The first 10 participants form Group 1 and receive an initial dose followed by a six-month booster. The following 40 participants make up Group 2 and receive either a single dose of the vaccine or a saltwater placebo. The team is looking at both the safety of the vaccine and the immune response it triggers.
Volunteers are reimbursed for their time, travel and inconvenience. Group 1 participants can receive up to £1,200 and Group 2 participants up to £790 across the year.
The Oxford Vaccine Group has been part of the University of Oxford’s Department of Paediatrics for more than 30 years. In that time it has run trials involving over 150,000 participants around the world, and its work on typhoid conjugate vaccines and the Oxford-AstraZeneca Covid-19 vaccine has contributed to millions of lives saved.
The Ebola trial fits that pattern: a small group of volunteers in one Oxford building, taking part in something that could eventually matter thousands of miles away.
The team’s message to prospective volunteers is a simple one. One volunteer today, potentially millions protected tomorrow.
Further details about eligibility, the schedule of visits and what taking part involves are set out in the participant information sheet, and expressions of interest can be registered through the study’s sign-up page.
More background on the group’s history and its current portfolio of studies is available on the Oxford Vaccine Group website.
For a research centre tucked away on a quiet street in Headington, it is a reminder of how much of the world’s vaccine science still runs through Oxford.
Business & Technology
Couple at town fabrics shop celebrate its 30th anniversary
On one such day, a customer asked for “a five-metre high, Italian strung, theatre-type curtain”.
That may sound a challenge, but not for the Batemans, who immediately set to work and provided the necessary goods.
READ MORE: UK restaurant chain bids farewell in emotional goodbye
That has been the aim throughout at Freelance Fabrics, which this year celebrates its 30th anniversary in Kidlington shopping centre, off High Street.
It was one of about 30 outlets under the Fabric Warehouse name that opened in towns and cities throughout the country. The store in Kidlington is the only one that has survived.
It opened in 1996 and three years later, was taken over by David Cox who ran it until Mr and Mrs Bateman succeeded him on New Year’s Day 2022.
A recent article in a trade magazine gave them a glowing tribute: “Under them, it has maintained its reputation for good-value curtain and upholstery fabrics while expanding its quilting cottons, dressmaking fabrics, wool, sewing machines and overlockers. That growth reflects its customers’ habits.”
Mr Bateman served in the Royal Electrical and Mechanical Engineers (REME) and as a fire alarm salesman in his early career.
He admits he knew “absolutely nothing” about the fabrics trade when he and his wife moved into it.
He tells me: “We took over the shop just as Covid was ending, not knowing what was going to happen. Four and a half years later, we are still here and going strong.
“We have increased stock levels considerably, taken on sewing machine contracts and increased the range of fabrics and haberdashery.
“Fabrics, threads and wool are not easy to match online. Many customers still want to see and feel materials before buying. Equally important is the advice.
“While other stores around have unfortunately closed, we are setting up to be here for the future.”
Business & Technology
Oxford family butcher gains top sustainability award
Aldens, which has served Oxford and its surrounding counties for more than 235 years, has been awarded B Corp status – a mark awarded to businesses that meet high standards of social and environmental performance, transparency and accountability.
The certification places Aldens among a global community of companies committed to balancing profit with purpose, and it is the highest-scoring business in its sector.
Matthew Alden, managing director and a member of the seventh generation of the Alden family, said: “For 235 years we believe that success isn’t simply measured by profit, but by the relationships we build, the trust we earn and the contribution we make to our community.
“We’re incredibly proud that these values have now been recognised through B Corp certification.
“Although our business has changed enormously since 1793, our principles remain exactly the same – to treat people fairly, support British farming, produce exceptional food, ensure people eat well and leave the business stronger for future generations.”
The company achieved an Overall B Impact Score of 156.6, placing it in the top one per cent of B Corp companies in the UK.
Mr Alden said: “That is an achievement of which everyone at Aldens can be immensely proud, particularly because it reflects our performance across the business – from our Team and governance to our community and environmental impact.”
The business supplies meat to restaurants, pubs, schools, colleges, universities, and hospitality businesses across the UK, and also serves residents through its Oxford retail outlets, Meatmaster and Fishmarket.
It has sustained its Oxford roots while investing in modern facilities, keeping skilled employment and long-term career opportunities in the city.
Aldens also works with charities, schools, colleges, and community groups, reflecting its belief that businesses should contribute meaningfully to society.
Mr Alden said: “Being part of Oxford isn’t simply where we’re based—it’s part of who we are.
“We have supplied generations of Oxford families, schools, colleges and businesses, and we’re incredibly proud of those relationships.
“As a family business, we’ve always believed that if you look after your customers, colleagues, suppliers and community, the business will look after itself.
“B Corp confirms that those values remain just as important today as they were over two centuries ago.”
Environmental improvements are a core focus for Aldens.
The business has introduced more sustainable packaging, reduced waste, improved transport efficiency and worked with customers and logistics partners to lower emissions throughout the supply chain.
Aldens continues to support responsibly reared UK livestock, building long-term relationships with farmers who share its standards of animal welfare and environmental stewardship.
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