More than one in four UK adults are willing to let AI shopping assistants make purchases automatically, signalling a shift in how shoppers trust artificial intelligence in retail, according to new research commissioned by home improvement group Kingfisher.
The study of 2,000 adults found that 28% would allow AI to complete orders without asking for approval, with most of those happy for the system to spend up to £99 per transaction – in line with the current limit for contactless payments.
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The findings highlight how AI shopping assistants, AI shopping agents and other automation tools are moving from simple product suggestions towards more autonomous shopping roles in the UK market.
Consumer trust in AI shopping assistants moves beyond recommendations
The research suggests that AI in retail is becoming a mainstream part of the shopping journey, but with clear limits.
Over half of respondents (58%) said they are comfortable with AI recommending products while they shop. More than a third (38%) would accept those AI-generated suggestions being added straight to their online basket, indicating growing familiarity with AI-powered shopping tools.
Younger consumers are leading this shift. Among 18- to 24-year-olds, three quarters (75%) are comfortable with AI recommendations, and more than half (52%) would allow AI shopping agents to complete purchases on their behalf.
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By GlobalDataThis contrasts with older age groups, where willingness to hand over decision-making to AI in ecommerce is much lower.
However, trust is not unconditional. While AI shopping assistants are gaining traction for discovery and convenience, the research shows that many shoppers still want a human backstop for more complex or project-based advice.
For home improvement decisions, 45% of respondents said they continue to see a human expert in store as their most reliable source of guidance.
Speed, convenience and in-store tech shape the future of AI in retail
The survey underlines how speed and convenience remain central to consumer decisions about where – and how – to shop.
Nearly half of UK adults (45%) said they prefer to buy in store so they do not have to wait for delivery. Around a third (32%) reported that faster delivery times influence where they choose to shop for home improvement products, emphasising the pressure on retailers to tighten fulfilment and last-mile logistics.
Kingfisher reports that services such as rapid delivery from Screwfix, click-and-collect in minutes at B&Q and on-demand partnerships with delivery platforms have contributed to an 11% year-on-year rise in e-commerce sales.
The company says that more than 93% of its online orders are now fulfilled from stores, using local branches as hubs to support omnichannel retail and shorten delivery times.
In parallel, shoppers are signalling growing interest in in-store technology that complements AI-powered shopping.
Three in ten respondents want tools that remove friction at the checkout, such as “smart” trolleys or baskets that automatically track the cost of items. Almost one in five (18%) would like shelves that update themselves with personalised offers, real-time pricing and stock levels.
These expectations place AI in retail at the centre of how stores redesign both digital and physical journeys — from inventory and pricing systems to front-of-store customer experiences.
Younger shoppers drive demand for ‘phygital’ stores and AI shopping agents
Beyond autonomous shopping, the research points to a blended future for physical and digital retail, sometimes described as “phygital”. Consumers still see strong value in visiting shops, particularly for categories like home improvement where products are often tactile and project-driven.
Key reasons for going into a store include checking product quality (60%) and discovering new items (53%). On average, 42% of respondents said they would be more likely to visit stores that offer experiences beyond basic shopping, such as events, demonstrations or workshops.
Demand for experience-led spaces is especially strong among younger shoppers. Two thirds (66%) of 18- to 24-year-olds said they want future stores to be more experiential, compared with just 17% of those aged 65 and over.
That generational divide suggests retailers targeting younger demographics may need to invest more heavily in interactive formats, guided by AI-powered retail tools.
When asked about future features in home improvement stores, respondents highlighted several technology-led ideas:
- 24% are interested in a bulb or fixture scanner, such as an app that identifies the correct screw, fitting or lightbulb
- 16% would like to use biometric payments
- 14% are drawn to customisation stations for personalised products
- 10% would use 3D printing options for out-of-stock parts
Kingfisher says it is already trialling a range of AI shopping assistants and related tools in response to these trends. Its initiatives include Hello Casto and Hello B&Q, described as virtual DIY assistants, and Screwfix Lens, a visual search feature that lets customers identify products using images.
The group is also testing AI-powered headsets for in-store staff to help them provide faster, more tailored support, and exploring how agentic AI could simplify returns processes.
According to the company, AI-driven product recommendations and personalisation contributed to a 37% year-on-year increase in sales, with around £80 million generated in the first half of its 2025/26 financial year.
For retailers worldwide, the findings underline a wider shift: AI shopping assistants and AI shopping agents are moving quickly from experimental tools to core infrastructure in retail. The balance between automation, human expertise and in-store experience is likely to determine which brands gain the most from this new phase of AI-powered shopping.
