Research commissioned by delivery management and post-purchase experience provider, Scurri, reveals that while 60% of UK shoppers believe AI enhances the shopping experience, a striking 81% say they would feel uneasy if AI replaced human jobs in retail and logistics.
The findings underline the need for ethical, transparent AI that augments service and preserves a human safety net.
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Among 1,000 UK shoppers surveyed:
- 60% want AI-powered delivery updates and real-time tracking
- 57% believe AI can improve order allocation (e.g. shipping from the nearest warehouse or store)
- 50% would prefer AI-assisted returns that recommend methods or even issue instant refunds
- Over half (54%) expect AI to improve post-purchase communications
- 45% are comfortable with AI resolving delivery issues
- 49% reject AI-only customer service, preferring a human when problems escalate.
When it comes to control and transparency, the survey revealed these are non-negotiables, with 72% of respondents saying they want to stay involved in shopping decisions and do not welcome full AI autonomy.
94% say it’s important that retailers are transparent about how AI works and uses their data.
Half trust AI to improve the experience without compromising privacy, but half do not.
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By GlobalDataAnd from a logistics point of view, 57% would prefer retailers to use AI to manage delivery and logistics for social orders, areas where expectations for speed and visibility are highest.
“Shoppers are sending retailers a clear message on AI; use it to remove friction but not people,” said Scurri CEO Rory O’Connor.
He continued: “They want real-time tracking, proactive updates and hassle-free returns, delivered transparently and backed by humans when it really matters. Retailers that deploy AI to remove uncertainty and delay, not to upsell speed or replace people, will win baskets and loyalty through the peak [trading period] and beyond.”
The findings suggest AI is becoming an invisible engine for post-purchase performance, rather than a novelty at the front of the journey.
Real-time tracking (60% agree), proactive delivery updates (51%) and smarter order routing (57%) top the list of valued capabilities, while enthusiasm is more muted for AI as a standalone driver of loyalty. Just 38-41% say AI-powered delivery or post-purchase experiences would make them more loyal to a brand, pointing to AI as a hygiene factor that must be executed well, and transparently to protect trust.
“We recommend retailers focus AI investment where trust is won or lost – delivery visibility, proactive communications and frictionless returns. Pair automation with a clear human fallback. Be open about how data is used. These are the signals shoppers are giving,” added O’Connor.
