The research, titled Retail Tech Reality Check by CI&T is based on a survey of 2,000 consumers across both countries.

According to the findings, 61% of respondents use or have previously used AI in their shopping journeys, with 53% saying they do so frequently.

Despite this level of engagement, 68% could not recall any AI-powered shopping experience that truly stood out to them.

The research found that 83% say a data breach influences their shopping habits to some degree, with 47% noting they would stop purchasing from a retailer temporarily or permanently after such an event.

Surveyed consumers expressed concern that AI would be “biased” and would direct them towards specific brands.

Despite this, 64% of the respondents still want retailers to make use of AI to enhance their shopping experiences.

CI&T Retail Strategy & Insights global director Melissa Minkow said retailers need to move quickly to integrate AI into the purchase journey in ways that meet consumer needs.

Key findings from the survey

Price sensitivity is also on the rise, with 80% anticipating price increases for goods over the coming years and 64% plan to be more measured with their spending.

The issue of stock availability also seems to affect customer satisfaction. The study found that 87% of respondents have experienced situations where an item they researched online was unavailable when they visited a physical store.

Social media platforms such as Facebook and TikTok are increasingly important in shaping purchase decisions, with 70% of participants reporting they have bought products directly or indirectly through these channels.

Minkow said: "Consumers are seeking solution-oriented shopping experiences, but discovery and control are still crucial parts of the journey. It is up to retailers to build and be part of the most valuable path to purchase for the shopper, without sacrificing their opportunities for exploration.”

Looking ahead, CI&T’s research points towards 2026 as a potential turning point for UK retail, where faster and more relevant shopping experiences delivered without compromising trust may become standard expectations.

Meanwhile, another study released last month suggested UK consumers are trusting AI-powered virtual agents to check product details more than retail stores and resale platforms.