Consumers increasingly use AI to research and shortlist products, reporting faster decisions and less regret. In the UK, younger shoppers are especially open to AI guidance, though trust hinges on transparency and user control. Brands that design assistive, explainable experiences can boost confidence today and earn permission for automation tomorrow.

Why this matters now

Customers are bringing AI into every stage of shopping — from discovery to shortlisting and even checkout. In the UK, more than a quarter of consumers are comfortable letting AI purchase on their behalf, rising to over half of 18–24s. At the same time, trust is conditional: people want transparency and user control over how AI makes recommendations. Brands that move thoughtfully can boost confidence and loyalty; brands that don’t risk being filtered out by AI-led journeys. Kingfisher

The state of consumer AI confidence (2025–2026)

• AI is now a mainstream shopping tool. Salesforce reports 39% of consumers — and over half of Gen Z — already use AI for product discovery, a behaviour trending upward across retail. Salesforce

• Momentum is accelerating. BCG finds shopping-related GenAI use grew 35% between February and November 2025, spanning everyday categories as well as big-ticket items. BCG Global

• Brits are open — with caveats. Kingfisher’s UK research shows 75% of 18–24s are happy with AI recommendations and 52% would let AI buy for them; broader UK studies show strong demand for transparency and user control. Kingfisher

• The trust gap is real. A fresh YouGov snapshot finds only 22% of Britons say they trust AI in retail settings today, with higher trust in low-risk tasks like price comparison and far lower trust in autonomous ordering. This is precisely why responsible design matters. YouGov

Bottom line: AI can increase consumer confidence — when brands pair usefulness with clear disclosures, choices, and human fallback.

How AI builds confidence (and where it breaks)

Builds confidence by…

• Synthesising options quickly. AI condenses reviews, specs, and policies into plain-English trade-offs so customers feel informed faster. (Consumers say AI saves time and reduces decision fatigue.)

• Personalising to constraints. Budget, brand affinity, sustainability goals — AI can optimise to what matters for each shopper.

• Maintaining consistency post-purchase. Agents track orders, explain warranties and returns, and suggest set-up tips — closing the loop that often erodes trust.

Erodes confidence when…

• Opacity creeps in. If customers don’t know why an item is recommended (or whether it’s an ad), trust falls. UK shoppers explicitly ask for transparency and control.

• Autonomy outruns comfort. Few Britons currently trust fully autonomous purchases; design for assist before auto-buy.

Practical playbook for UK brands

1. Start with assisted decisions, not auto-orders
   Offer side-by-side shortlists with clear “why this” rationales before asking for one-click buys. Use confidence cues (return policy, price-match, stock).

2. Explain the recommendation
   Show the factors considered (price, fit, energy rating, reviews), data sources, and any commercial influence (ads, affiliate). This aligns with UK shoppers’ calls for transparency and control.

3. Give meaningful controls
   Let users weight priorities (price vs. durability), include/exclude brands, and set maximum spend. Offer a human handoff at key junctures.

4. Evaluate for quality and bias — continuously
   Adopt offline test sets for typical and edge journeys (e.g., accessibility needs, budget caps). Track CTR to shortlist, post-purchase satisfaction, and return rates by recommendation source.

5. Instrument the post-purchase journey
   Use agents for order updates, setup guidance, and proactive issue resolution; publish model limits (what the agent can/can’t do). This phase meaningfully boosts long-term trust.

6. Respect regional nuances
   Reflect regulations, energy labels, delivery SLAs, and consumer rights within explanations and policies to avoid friction.

Where to apply AI now (use-case patterns)

• Guided discovery on PLPs and search. Conversational filters (“I rent a flat, need a quiet washer under £400”) that yield justified shortlists. Salesforce and IAB data show strong consumer appetite for AI-powered discovery.

• Decision sidekicks on PDPs. Summaries of pros/cons from verified reviews; compatibility checks; “compare to” tables; confidence badges based on warranty/service.

• Basket coaching. Detect duplicates, suggest cheaper bundles, highlight total cost of ownership.

• Post-purchase agents. Returns eligibility, spare-parts guidance, and warranty claims. McKinsey expects agentic commerce to move from concept to reality across major platforms (Amazon, Google, Shopify, PayPal, Mastercard).

Measuring confidence (signals to track)

• Assisted conversion rate vs. non-assisted

• Shortlist acceptance rate (clicks on top 3 picks)

• Time-to-decision and decision regret (returns, exchanges)

• Trust indicators (opt-in to auto-reordering; permission to personalise)

• Help-seeking behaviour (handoffs to human support)

Risks & mitigations

• Hallucination or outdated info → cite sources, date-stamp summaries, and allow “see the evidence” expansion.

• Hidden commercial incentives → badge sponsored items and offer a “sponsored-off” view.

• Over-automation → default to assistive flows; earn autonomy over time as user trust signals accumulate.

Takeaway

Consumers are already using AI in their shopping journeys — and say it helps them decide faster and with more confidence. In the UK, willingness rises sharply among younger shoppers, but trust depends on transparency, controls, and human fallback. Act now to build assistive AI experiences that earn the right to automate.

FAQ

How does AI improve consumer confidence?
By distilling reviews, specs, and policies into clear trade-offs, AI helps shoppers decide faster and with less decision fatigue — especially in discovery and comparison. Salesforce

Why should brands focus on AI now?
Usage is rising quickly: AI-assisted shopping grew 35% in 2025 and is already common for product discovery. Brands that shape these journeys can win trust and loyalty. BCG Global

Do UK consumers trust AI?
Trust is mixed: only 22% say they trust AI in retail overall, but people strongly support transparent, controllable uses (e.g., price comparison) and younger shoppers are notably more open. YouGov

Should we enable auto-purchasing?
Begin with assistive features and earn autonomy over time; willingness to allow AI to buy is still emerging and depends on clear controls and accountability. Kingfisher

Sources

• Kingfisher (UK) — consumer openness to AI assistance and auto-ordering. Kingfisher

• Salesforce — AI in product discovery (Connected Shoppers). Salesforce

• BCG — growth in GenAI shopping use (2025 → 2026). BCG Global

• McKinsey — agentic commerce landscape (platform moves). McKinsey & Company

• YouGov (UK) — current trust levels and where autonomy is least trusted. YouGov

• IAB — influence of AI on shopping confidence and intent. IAB