Expect 45% of UK consumers to use artificial intelligence (AI) to assist with their Christmas shopping this year.
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If so, it means Britain “is on the verge of its first truly AI-powered shopping season, marking a major shift in the e-commerce landscape that merchants should take note of ahead of the peak shopping period”, according to new research from e-commerce fraud prevention and risk intelligence provider Riskified.
Other findings show that 58% of UK respondents are open to the idea of AI completing purchases for them, “indicating growing confidence in and adoption of agentic AI tools”.
However, while 60% of UK shoppers have used AI tools for shopping, almost 40% have yet to engage with AI, “indicating adoption in the UK lags behind more AI-forward markets”.
The report said UK shoppers “see AI as most helpful in convenience-driven, low-stakes scenarios” as 50% would use AI to check order status and a third for returns.
Consumers also rely on AI for inspiration and decision-making with 37% using it for product ideas, 28% for reviews, and 27% for price comparisons.
Among those who’ve engaged with AI shopping assistants, 52% said “AI either solved their issue or partially helped before a human stepped in”. Only 16% reported “failures so frustrating they abandoned the task altogether”.
Meanwhile, the top concerns for UK shoppers are payment security (30%), loss of control (24%), and fear of AI mistakes (21%).
When asked who they trust most, 41% preferred in-store associates, 33% preferred online shopping without AI, and only 25% trusted AI shopping assistants.
Aviram Ganor, general manager, EMEA and APAC for Riskified, said: “We’re seeing that both globally and specifically in the UK, shoppers are already interacting with AI and intend to embrace it fully in the near future.
“Agentic AI is making online shopping more convenient and personalised. But merchants must also be mindful of increased fraud risks.
“Only by leveraging cutting-edge technology, will retailers be able to continue to provide seamless customer experiences, while safeguarding their businesses.”
