AI assistants like ChatGPT, Claude, Copilot, DeepSeek quickly becoming part of shopping journeys

Adobe has released research showing how UK consumers are using AI tools like ChatGPT, DeepSeek, and Google Gemini to help them shop smarter.

This combines data from two sources.

1. A consumer survey of 2,000 Brits (conducted in February) to understand attitudes, trust levels and specific tasks and use cases where AI tools are being used.

2. Online browsing and transaction data from Adobe Analytics, revealing the behaviours of consumers that have visited retail, financial services and travel sites from using an AI service, compared with their behaviours when they visit the same sites from other traffic sources (such as search, direct traffic and online advertising) between August 2024 and February 2025.

79% of UK consumers consider themselves to either be experts on AI assistants or are confident enough in their understanding to be able to explain AI assistants to a friend. Understanding is especially strong among Gen-Z (89%) and Millennials (84%). 

Usage of AI assistants is at a similar level. 76% of consumers have used AI assistants at least once, with 27% using them regularly and 11% using them every day. Adobe Analytics recorded a 500% increase in AI sourced traffic to retail sites from UK consumers between October 2024 and February 2025.  Since August 2024, traffic to retail sites from GenAI sources has increased by more than 30% every month. 

A third, meanwhile, now tap AI tools instead of traditional search engines, such as Google.

“As AI agents - which can complete tasks with greater autonomy - start to become widely available, UK consumers look set to jump in and start using them having built their confidence and trust using AI assistants like ChatGPT,” says Vivek Pandya, Lead Analyst at Adobe Digital Insights. 

“For businesses, seeing how much AI assistants are influencing the purchasing decisions of consumers underlines the importance of showing up favourably in AI searches and the huge potential of these services in bringing highly engaged, ready to spend consumers to their sites.” 

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

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, 3rd July.

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.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

Key 2025 dates

Friday, 23rd May: Award entry deadline 

Tuesday, 27th May: 2025 finalists revealed

Wednesday, 28th May - Friday, 13th June: Judging days

Thursday, 3rd July: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.