Artificial intelligence (AI) chatbots “are transforming the way people browse, compare, and make purchasing decisions online”, with 55% of British consumers now using AI tools to shop, according to new report. 

A study of 1,046 UK shoppers by e-commerce marketing platform Omnisend also showed 34% of those surveyed said  they turn to AI for product research, while 28% look for product recommendations, such as help with buying gifts, and 20% for finding the best deals.
 
While several platforms were mentioned (from Perplexity AI to Amazon Rufus), ChatGPT emerged as the leading AI shopping assistant, with 39% preferring it, Omnisend said.

It also added that 26% “now believe ChatGPT provides better product recommendations than Google”, and a further 27% say that it made the shopping experience “less overwhelming”.
 
Additionally, Omnisend said it expects AI “to be a key tool for shoppers as they navigate the Black Friday and Christmas sales”.
 
Despite enthusiasm for AI checkout assistance, consumers “remain cautious” when it comes to letting algorithms handle money, with 32% saying they wouldn’t trust AI to complete purchases on their behalf.
 
Meanwhile, it says millions of Britons “remain unconvinced” by what AI has to offer when shopping around, and 37% believe AI “is removing the human experience from shopping”.
 
Cybersecurity concerns also play into this apparent lack of trust among consumers, with 42% believing they pose “privacy and data security risks”.
 
Marty Bauer, retail and e-commerce expert at Omnisend, said: “It is incredible to see how AI has quickly changed the way that people search for information, and the latest development is how it informs people and their shopping habits.
 
“These chatbots are able to mimic a personal shopper and help people find the right products at the right price. However, while millions appear to be turning to AI to simplify the shopping experience, many are rightly concerned that this technology is getting too close to our wallets.
 
“When shoppers hear about AI checkout, their first worry isn’t convenience – it’s a machine making choices for them and the costly mistakes that might follow if it makes a wrong move.
 
“There’s a big difference between getting a suggestion and giving someone access to your financial information, especially if these chatbots were ever to become vulnerable to cybercriminals. For most people to trust AI to make purchases, it would require a major shift in habits – and that level of trust takes time to earn.”