Consumers Want Smarter AI as Retailers Struggle to Keep Up

A new CI&T report reveals rising consumer adoption of AI in shopping, but highlights a widening trust and execution gap across UK and Ireland retailers.

Artificial intelligence is rapidly reshaping how consumers discover, evaluate, and purchase products, but a widening gap remains between what shoppers expect and what retailers deliver.

A new report from CI&T, Retail Tech Reality Check, explores how AI is influencing real shopping behaviour across the UK and Ireland—and where retailers are still falling short.

Surveying 2,000 consumers in the UK and Ireland, the study highlights a significant gap between consumer expectations and retailer execution. It found that 61% of consumers are using or have used AI when shopping, with 53% doing so often. 

However, over two-thirds (68%) could not name a single AI shopping experience that impressed them.

Melissa Minkow, Global Director of Retail Strategy & Insights at CI&T, said retailers must move faster to incorporate AI in consumer-friendly ways into the purchase journey. 

Convenience remains the biggest driver when choosing shopping channels, with respondents saying they would most appreciate retailers using AI primarily to save them time, make it easier to find what they want, and help them get the best prices.

The Trust Gap: Data Privacy Leads Consumer Concerns

While 64% of consumers want retailers to use AI to improve their shopping experiences, many remain sceptical about how retailers are implementing the technology, as trust remains the defining barrier to adoption. 

The research found that when it came to AI usage, consumers were most concerned about data privacy issues, followed by the fear that the technology would be biased and push them towards certain brands.

• 83% say a data breach impacts their shopping behaviours to some extent.
  • 47% say they stop shopping with a retailer, temporarily or permanently, after a security breach.
• 80% expect prices of most goods to rise over the next few years, with 64% planning to be more cautious with their purchases to balance out rising costs.
• 87% have at least sometimes found that an item they researched online was unavailable in-store when they arrived.

Additionally, social media has become a mainstream retail channel. According to the report, 70% of consumers reported buying something directly or indirectly through it, with Facebook and TikTok as the most commonly used platforms. 

As a result, discovery, research and purchase are converging into one seamless journey that increasingly incorporates newer retail channels and touchpoints.

2026 Will Be a Defining Year for Retail

The report signals a tipping point. As AI reshapes every stage of the shopping journey, consumers are demanding faster, smarter and more relevant experiences — without giving up control or compromising trust.

Minkow added, “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.”

Retailers that strike the balance between innovation and integrity will define the future of shopping in the UK and Ireland.

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