CI&T flags clear disconnect around AI between consumer expectations and retail reality

Despite 61% of UK shoppers already using AI to shop, research from CI&T (involving 2,000 people) has found that 68% can’t actually name a single retailer offering an AI experience that stands out.

Shoppers say they want AI to make their experience faster, smarter and more personalised, but most feel it’s yet to make a meaningful impact, with data privacy and trust still holding them back.

Other key insights include:

• 64% of UKI consumers feel retailers should use AI to improve the shopping experience for customers (compared to 58% in the US)

• ChatGPT, followed by Gemini were the top used AI tools for shopping

• 70% of consumers have bought directly or indirectly through social media, with Facebook and TikTok leading the way

Melissa Minkow, Global Director of Retail Strategy & Insights at CI&T, says: "Consumers are seeking solution oriented shopping experiences, but discovery is still a crucial part of the journey. Retailers must build smarter, faster and more relevant paths to purchase without sacrificing trust."

RTIH AI in Retail Awards

RTIH proudly presents the first edition of its AI in Retail Awards, sponsored by 3D Cloud and EdTech Innovation Hub.

This is now open for entries. Deadline for submissions is Friday, 5th December. It’s free to enter and you can do so across multiple categories.

Check out categories and entry forms here.

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 29th January. This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.