AI Assistants such as ChatGPT, Claude, Copilot, and DeepSeek are Rapidly Integrating into the Shopping Experience
UK Consumers Embrace AI Tools for Smart Shopping
Recent research from Adobe highlights how consumers in the UK are increasingly turning to AI tools, such as ChatGPT, DeepSeek, and Google Gemini, to enhance their shopping experiences. This study draws on two key data sources to provide insights into the use of these technologies.
Sources of Research
Consumer Survey: A survey of 2,000 individuals conducted in February revealed insights into public attitudes and trust levels regarding AI tools, as well as specific tasks for which these tools are used.
- Online Data: Adobe Analytics provided data on consumer behavior relating to visits to retail, financial services, and travel websites. This data covers the period from August 2024 to February 2025, examining the behavior of users who accessed these sites via AI services compared to those who arrived through traditional means such as search engines and direct visits.
Understanding of AI Assistants
The findings indicate a strong familiarity with AI assistants among UK consumers. Approximately 79% consider themselves either experts or confident enough to explain AI tools to others. This understanding is particularly high among younger generations, with 89% of Gen-Z respondents and 84% of Millennials expressing confidence in their knowledge of AI technologies.
Frequency of AI Assistant Use
Usage statistics reveal that 76% of consumers have interacted with AI assistants at least once. Among these users, 27% utilize these tools regularly, and 11% engage with them daily. Notably, Adobe Analytics reported a staggering 500% increase in traffic to retail websites from AI sources among UK consumers from October 2024 to February 2025. Additionally, since August 2024, traffic to these sites originating from AI services has consistently risen by over 30% each month.
AI Tools vs. Traditional Search Engines
A significant trend observed is that about one-third of consumers now favor AI tools over traditional search engines like Google for their shopping needs. This shift illustrates a growing comfort level with AI, which is enabling more autonomous task completion by these tools.
Implications for Businesses
Vivek Pandya, Lead Analyst at Adobe Digital Insights, comments on the implications of these findings: "As AI agents become more prevalent and capable of performing tasks with greater autonomy, UK consumers are ready to embrace them," he states. This indicates that as people build their confidence in using AI tools, businesses must be aware of how these technologies influence purchasing decisions.
Importance of AI Presence
For businesses, the influence of AI tools on consumer purchasing behavior cannot be overlooked. Companies that strive to maintain a positive presence in AI search results can effectively draw in engaged customers who are ready to make purchases. With the continued rise of AI tools in shopping, establishing a favorable position in this digital landscape is crucial for retailers and service providers.
Key Takeaways
- High Consumer Awareness: A significant portion of the UK consumer base feels knowledgeable about AI assistants.
- Increased Usage: The number of individuals frequently using AI tools for shopping is on the rise.
- Shift in Search Behavior: Many consumers now prefer AI tools over traditional search engines for their shopping habits.
- Business Strategy: Companies must adapt to the growing use of AI by ensuring they are visible in AI-driven searches to capitalize on consumer interest.
This significant shift in consumer behavior reflects a broader trend of digital transformation in shopping, emphasizing the need for both consumers and businesses to adapt to this evolving landscape.
