The study signals a clear shift in shopping behaviour, blending AI, e-commerce, and physical retail into a more intelligent and personalised consumer journey.
More than a third of UK consumers are now using AI to assist with shopping—a 39% increase over the past year, according to Adyen’s annual Retail Report.
The study, based on a Censuswide survey of 2,000 UK adults, reveals that 35% of consumers now use AI to help with purchases, including outfit planning, meal ideas, and product comparisons.
Of those using AI, 56% said that it inspires their purchases, while 51% find it helps cut through online clutter. AI shopping tools are gaining traction across all age groups, but those aged 44 to 59 saw the biggest usage increase over the past year.
Moreover, younger consumers are still leading the trend, with 54% of 16–27-year-olds and 51% of 28–43-year-olds using AI. In contrast, only 15% of those aged 60+ currently use AI for shopping.
Overall, 66% of UK shoppers acknowledge that retailers use AI to recommend products, indicating rising awareness of AI-driven personalisation.
“Consumers are embracing AI at an unprecedented rate as they discover how this technology is transforming the shopping experience. We’re likely entering an era where AI can act as our own personal stylist, curating outfits tailored to individual tastes and preferences,” said Roelant Prins, Chief Commercial Officer at Adyen.
“The demographic splits from our research showed some interesting results, especially seeing how older generations have been integrating AI into their shopping habits.”
Retailers are also responding, with 35% of UK businesses planning to invest in AI to support sales and marketing. Meanwhile, nearly a third of consumers (30%) now shop via social media platforms. The study signals a clear shift in shopping behaviour, blending AI, e-commerce, and physical retail into a more intelligent and personalised consumer journey.
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