New research from payments consultancy, PSE Consulting, highlights the rapid adoption of AI-driven shopping tools and a growing consumer trust in AI ahead of Christmas this year.
The results show that nearly half of UK adults surveyed (49%) now use AI tools regularly, and almost a quarter (22%) plan to use them for Christmas shopping this year.
Among 18-34-year-olds, adoption jumps to 42%, reflecting a strong uptake among younger, urban and more affluent consumers.
85% of those planning to use AI for shopping this festive season would trust it to place orders and execute payments on their behalf. This marks a significant shift in consumer behaviour, demonstrating how AI is evolving.
Analysts predict that by the end of the decade, AI-powered shopping could reshape global retail, which has prompted PSE to commission the research.
However, despite the rapid adoption, UK consumers remain cautious. Privacy, fraud and accuracy concerns are significant barriers, with 49% worried about data handling, 46% about fraud, and 41% fearing AI might select the wrong item. Only 9% report no concerns, indicating that trust and transparency remain critical for wider adoption.
PSE’s research also identifies an emerging ’AI shopping confidence divide.’ Early UK adopters - typically 18-34, affluent and urban shoppers use AI daily or several times a week.
Meanwhie, UK traditionalists - typically 55 and over - with lower digital exposure, remain hesitant. Over half never use AI tools, and 80% will not rely on them for festive shopping.
Chris Jones, MD at PSE Consulting (left), said: “What’s remarkable is how quickly AI has moved from novelty to an integral part of shopping. AI is now becoming an active participant in the payment process.
“Systems designed for human-paced transactions are now under pressure to support high-frequency, autonomous flows. This has major implications for merchants and payment processors - especially around real-time authorisations, fraud detection, and liability management.
“This emerging confidence divide is quietly reshaping shopping behaviour this Christmas. Early adopters are already turning to AI daily to hunt for deals and gifts, while more traditional shoppers are taking a wait-and-see approach.
”Businesses that want to stay relevant will need to rethink how they engage customers, whether through integrated AI tools, personalised assistants, or new ways of presenting products that appeal to both.”
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