New research reveals that across the UK nearly half of adults (49%)* are already using AI tools on a regular basis and almost one in four (22%) plan to use them to shop for Black Friday and Christmas gifts this year.

In London, 74% are now regular AI users, and 49% are expecting to use it for shopping this festive period, according to new research from leading payments firm PSE Consulting. The findings illustrate the explosive increase in the use of AI for shopping given the product is only two years old**.

Analysts predict that AI-powered shopping could reshape global retail by the end of the decade, with automated “agentic” tools expected to influence up to $1 trillion in US online spending by 2030 and several trillion dollars worldwide.*** This rapid shift reflects how quickly AI may become embedded in everyday shopping. The industry’s momentum was underscored in September earlier this year when OpenAI, in partnership with fintech giant Stripe, launched its Agentic Commerce Protocol. Although this service is unlikely to reach Europe for another 6-9 months, as it develops to meet UK and EU regulatory requirements, the research shows strong latent demand.

Among UK consumers planning to use AI for shopping this Christmas, an impressive 85% would allow AI to place the order and pay on their behalf. This highlights how quickly trust is growing among early adopters, as agentic AI becomes increasingly familiar and integrated into everyday shopping routines.

However, despite growing enthusiasm for AI-powered shopping, consumer concerns remain significant. Privacy and profiling concerns, fraud risks and fears that AI may select the wrong item remain the biggest barriers, with 49% of consumers worried about data privacy, 46% concerned about fraud, and 41% fearing the wrong item could be chosen. Only 9% say they have no concerns about using AI for Christmas shopping, leaving a large portion of the population cautious despite its growing popularity.

PSE Consulting’s research also shows a clear “AI shopping confidence divide” emerging across the UK. At one end are the AI-savvy early adopters – typically 18-34-year-olds, more affluent and concentrated in urban areas. This group uses AI daily or several times a week, with 42% planning to use AI tools for Black Friday and Christmas shopping, almost double the national average. While deal-finding is their main motivator, they remain cautious about practical issues such as returns, incorrect items, and opaque checkout processes.

At the other end are the cautious traditionalists, typically aged 55 and over, with lower incomes and limited day-to-day exposure to AI. More than half (56%) never use AI tools and 80% say they will not rely on them for festive shopping. Privacy, fraud, and data-handling concerns dominate their hesitancy, and they are far less confident in the accuracy and reliability of AI-generated recommendations.

The divide is also geographical, with London emerging as the UK’s AI capital. Nearly half of Londoners (49%) plan to use AI shopping tools this Christmas – more than twice the rate of any other region, while adoption across the rest of the country varies widely. Areas such as the West Midlands, North West, Wales and Scotland show moderate enthusiasm, while regions including the South East, South West, East of England and Yorkshire & the Humber lag considerably behind, with just 8% of Yorkshire consumers planning to use AI for festive shopping.

Chris Jones, Managing Director at PSE Consulting, said: “What’s remarkable is how quickly AI has moved from novelty to something shoppers can’t imagine being without.

“Our research shows that among UK online shoppers planning to use AI for festive purchases, 85% would happily trust it to place an order and pay on their behalf. Younger, higher-income shoppers are especially confident, while older or less tech-savvy consumers remain more cautious. It’s less about trust gap and more about different preferences, experiences, and comfort levels with AI.

“The emerging ‘AI confidence divide’ is quietly reshaping shopping behaviour. Early adopters – predominantly younger, affluent, and urban – are already turning to AI daily to hunt for deals and select gifts, while more traditional shoppers are taking a wait-and-see approach. Businesses that want to stay relevant will need to rethink how they engage customers, whether through integrated AI tools, personalised assistants, or new ways of presenting products that appeal to both early adopters and more hesitant consumers.”

As agentic AI becomes more embedded in everyday shopping, PSE Consulting expects usage to continue rising but emphasises that widespread trust will only come when consumers feel protected and in control.