UK shoppers embrace AI, but trust remains a hurdle

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.