Most UK enterprise retailers are expected to let artificial intelligence (AI) run delivery strategy and carrier management, but fewer than four in ten consumers are comfortable with it.

A survey by Irish delivery management platform Scurri polled more than 1,000 UK consumers and 150 UK enterprise retailers.

It reported that 58% of retailers are likely to use an automated AI system for delivery strategy and carrier operations, compared with 37% of shoppers who are comfortable with AI decisions affecting their deliveries.

Among consumers, 38% said they would not be comfortable and 25% were undecided.

Scurri said consumer views are shaped by transparency and control rather than the technology itself.

It found that 60% of consumers would be likely to use an AI agent that resolves delivery problems automatically, while 88% believe a human option should always be available and 85% expect retailers to disclose when AI is involved.

Consumers identified several measures that would increase their comfort with an AI agent acting on their behalf.

These were the ability to switch to a human at any point (34%), a requirement for the AI to ask permission before acting (33%), the ability to override its decision immediately (29%), and visibility of exactly what it had done (24%).

Scurri said acceptance rises when the AI’s role is specific.

Some 64% of consumers would allow an AI agent to track a delivery, while 51% would be comfortable with it handling a late or failed delivery.

The survey also found retailers and consumers prioritise different benefits.

Retailers focused on operational uses, with 34% selecting automating order allocation to final-mile carriers, 33% citing predicting and preventing failed deliveries and managing technical integrations, and 31% pointing to monitoring delivery problems and carrier performance.

Consumers placed greater importance on improvements to their own experience, especially real-time tracking, faster refunds, accurate delivery dates and earlier warning when problems arise.

Scurri said these tools could help retailers process large volumes of delivery data, identify emerging issues and select carriers or services more quickly than manual systems.

It said customer-facing outcomes must remain visible and reversible.

Scurri founder and CEO Rory O’Connor said: “There is a dividing line between AI that removes friction and AI that removes control. Consumers are willing to let AI track parcels and resolve straightforward delivery problems because these are clearly defined tasks with an obvious benefit.”