UK consumers demand AI to reduce obstacles, not replace humans

New research conducted by delivery management and post-purchase service provider Scurri highlights a nuanced perspective among UK shoppers regarding artificial intelligence in retail. While 60% of consumers feel AI enhances the shopping experience, an overwhelming 81% express concern about AI replacing human jobs in retail and logistics. These insights point to the need for ethical, transparent AI systems that improve service while maintaining human oversight.

Key Consumer Expectations for AI in Retail

• 60% of shoppers want AI-driven delivery updates and real-time tracking.
• 57% believe AI can optimize order allocation, such as shipping from the nearest warehouse or store.
• 50% prefer AI-assisted returns, including method recommendations or instant refunds.
• 54% expect AI to enhance post-purchase communications.
• 45% are comfortable with AI resolving delivery issues.
• 49% reject AI-only customer service, preferring human intervention when problems escalate.

Control, Transparency, and Privacy Concerns

Survey respondents strongly value control and transparency. 72% insist on remaining involved in shopping decisions, rejecting full AI autonomy. Meanwhile, 94% consider it crucial for retailers to be clear about how AI operates and uses consumer data. Trust in AI is divided: half of the participants believe it can enhance their experience without compromising privacy, while the other half remain skeptical.

AI in Logistics and Post-Purchase Experience

From a logistics standpoint, 57% prefer AI-assisted delivery and social order management, especially in areas where speed and visibility are critical. The report suggests AI is increasingly seen as a backstage tool for improving post-purchase performance rather than a front-end novelty. Shoppers prioritize:

• Real-time tracking (60%)
• Proactive delivery updates (51%)
• Smarter order routing (57%)

However, only 38-41% believe AI-driven delivery or post-purchase services increase brand loyalty, indicating AI is expected to function reliably rather than as a loyalty driver.

Expert Insight

Rory OConnor, CEO of Scurri, commented: Shoppers want AI to remove friction, not replace people. Real-time tracking, proactive updates, and smooth returnsbacked by human support when neededare essential. Retailers using AI to reduce uncertainty, rather than push speed or replace staff, will earn trust and loyalty through peak trading periods and beyond.

OConnor adds: Retailers should focus AI investment on areas where trust is won or lost: delivery visibility, proactive communications, and frictionless returns. Always pair automation with a clear human fallback, and be transparent about data usage. Shoppers are sending a clear message.

This study underscores the importance of responsible AI deployment in retail, highlighting that ethical, transparent, and supportive AI enhances consumer experience without undermining human roles.

Author: Sophia Brooks