Home / Technology / Brits Embrace AI Shopping Assistants as Automated Purchases Gain Mainstream Acceptance
Brits Embrace AI Shopping Assistants as Automated Purchases Gain Mainstream Acceptance
17 Nov
Summary
- Over 50% of Brits would trust AI shopping assistants' recommendations
- 28% would let AI make purchases on their behalf without prior approval
- Shoppers want smart trolleys, self-updating shelves, and biometric payments
In November 2025, a growing number of British consumers are embracing the use of AI shopping assistants and automated purchasing. According to a recent poll, more than half of Brits would happily accept recommendations from AI shopping agents, and 28% would even allow these AI assistants to make purchases on their behalf without prior approval, as long as the AI understands their shopping history and needs.
The research also reveals other ways in which customer demand for in-store technology is evolving. Shoppers are hoping to see smart trolleys and baskets that automatically track item prices (30%), self-updating shelves that adjust prices dynamically (18%), and biometric payment options (16%) in the stores of the future. Additionally, 24% want a scanner or app to help identify the right replacement parts, while 23% desire seamless online-to-in-store transitions.
The shift towards anticipatory retail, where brands aim to know customers' needs before they do, is gaining momentum. As the CEO of Kingfisher, the company behind B&Q and Screwfix, explains, "As the way we shop continues to evolve, customers are embracing technology to deliver greater personalization, speed, choice, and richer experiences."
