UK shoppers continue to warm to artificial intelligence (AI) in their decision-making, according to new research. AI’s increasingly shaping how consumers plan and buy goods as they look for savvier ways to manage spending in 2026, says American Express.
American Express
Its latest Spending Spotlight research shows 29% of UK adults either plan to, or will consider using, AI assistants and tools when they shop this year, rising to 37% for consumers aged 18-34.
Indeed, those younger consumers are using bots to compare prices (31%) and track deals (25%), along with boosting their research confidence by surfacing reviews and key product details (31%) and uncovering new brands and alternatives (27%).
Also, 20% of consumers say AI’s helpful when looking for inspiration for new experiences, from activities and events to travel ideas – “highlighting its growing role in shaping how people plan and spend their downtime”.
More broadly, the Spending Spotlight also shows 46% of Britons are entering 2026 with a New Year’s spending resolution, such as shopping around for deals, tracking their spending more closely and buying from eco-friendly brands.
The research also suggests competition for consumer loyalty is set to intensify among retailers, with savvy shoppers increasingly looking to rewards and incentives when deciding where to spend. Two-thirds (66%) of respondents say they have used loyalty or rewards points to get a better deal in the past year and plan to continue doing so through 2026.
This reward-seeking focus is also influencing where people choose to shop as 61% say they have intentionally chosen to spend with businesses with loyalty programmes and plan to continue spending with them, “reinforcing the importance of rewards to driving repeat custom”, the report said.
Dan Edelman, UK general manager, Merchant Services, American Express, added: “We’re seeing AI progressing at pace into a valuable companion for shoppers to help them plan and feel confident in their spending decisions.
“What’s also clear is that as people continue to look at savvier ways to spend, being rewarded for their loyalty remains highly important to shoppers. For retailers, that means competing not just on price, but on the quality of information, experience and incentives they provide.”
