Online research by YouGov of more than 2,000 UK adults shows that artificial-intelligence product suggestions have yet to become mainstream. 62% of respondents said they have never used an AI recommendation, and only 3% reported frequent use of AI shopping assistants.
Limited uptake of AI suggestions
Another 21% of shoppers recalled seeing AI-generated product ideas but did not purchase anything, while 43% said they have never received an AI recommendation at all. These figures highlight that while curiosity exists, actual adoption remains limited across the market.
When asked about future intentions, one in ten online buyers indicated they are likely to rely on AI for purchases within the next year. AI shopping assistants will help them to discover new products, as well as reaffirming planned choices.
The study was commissioned by logistics firm Paxon, which is consolidating brands such as Radial, Staci, Active Ants and Base Logistics under a new brand identity. Paxon’s interest in AI stems from its broader strategy to integrate digital tools across its logistics network.
Supply chains face new demand changes
Wayne Chapman, UK chief executive of Paxon, said, “AI shopping is still pretty new, but it’s not going away. If it makes it quicker and easier for people to buy, demand is going to become harder to predict.” He added that retailers must maintain fulfillment operations that can adapt swiftly.
Research also highlighted the impact of emerging delivery methods. 30% of participants believe drone services like Amazon Prime Air will render waiting more than 24 hours unacceptable, reinforcing a “same-day society.”
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Smart-glass wearables promise instant purchases of items seen in daily life, yet only 16% of shoppers said they would likely adopt the technology. Adoption rises to 37% among 18-24-year-olds.
Live-shopping streams remain underused. 64% of respondents have never watched a live shopping broadcast, though 52% of those who do cite fear of missing out and limited-time offers as key motivators.
Social-media influencers appear to be losing sway. A comparable share of consumers say influencer content does not prompt purchases they weren’t already considering, while 31% rarely feel influenced, and only 17% admit occasional impulse buys from social channels.
Marketplace platforms are gaining favor. Another similar proportion of shoppers say they will prefer buying through a marketplace rather than a single retailer’s site over the next twelve months, attracted by broader selection and convenience.
For retailers, the core expectation remains simple: Wayne Chapman concluded that “Customers don’t really care what’s happening behind the scenes. Whether they buy through a website, an AI tool or smart glasses, they expect the product to be available and they expect it quickly. The challenge is delivering that without adding unnecessary cost and complexity.
