Retail Technology Show research: shoppers want retailers to spell out governance procedures for AI use

Greater consumer awareness of AI within retail isn’t translating into increased trust around the use of the technology, prompting shoppers to call for greater transparency and governance from retail businesses, according to the latest research from Retail Technology Show (RTS).

As consumers become increasingly well versed at interacting with AI in their personal lives, with Deloitte estimating that over 18 million people in the UK have now used GenAI technology, customers are becoming more cognisant of AI within their shopping journeys.

A survey of over 1,000 UK shoppers by RTS showed that 40% are now aware of retailers using AI when shopping, a rise of +13 percentage points compared to last year.  This increases to 54% of Gen Z, rising sharply by +23 percentage points versus 2024, and 52% of Millennials (up from 41% last year) who are aware of retailers’ use of AI within their shopping experiences.

Yet, despite increasingly levels of personal adoption and knowledge retailers’ use of AI, this is not necessarily translating to greater levels of trust around the use of the technology, with shoppers becoming less trustful of AI compared to last year.

Now 48% remain mistrustful of brands’ use of AI – an increase of +9 percentage points year-on-year - and 72% say they are concerned about the use of their data when retailers use itI, jumping +10 percentage points compared to 2024. Meanwhile, 73% of consumers feel retailers must do more to build their trust about the use of AI within their shopping journeys, also up +4% year-on-year.

And this lack of trust is prompting consumers to demand greater levels of transparency and governance when retailers deploy AI.  84% want retailers to be transparent about using it within their buying experiences, a rise of +9 percentage points compared to last year, while 77% want retailers to spell out governance procedures around AI use, an increase of +6% compared to 2024.

“Retailers will need to close the customer AI trust gap if they are to truly accelerate the impact of the technology on their businesses,” says Matt Bradley, Event Director at RTS. 

“Our senior retail audiences tell us, almost unanimously, that AI will be the top technology driving their growth in the year ahead. Yet, while the potential of the technology is palpable, retailers must take their customers on the journey with them, setting out clear and transparent guardrails for its use to build greater trust, while also delivering enhanced value and CX to the shopper.”

With 51% of the 2,000+ senior UK retail professionals polled by RTS saying AI was the top innovation for accelerating business growth in 2025, followed by GenAI (44%), AI will be showcased widely across the 2025 event. 

From Focal Systems’ shelf edge cameras that improve replenishment to Profitmind, an AI agent that continuously finds revenue, profit and cashflow opportunities, there will be a wealth of AI powered solutions across the exhibition floor, including an AI showcase at the Retail AI Council Pavillion.

On the RTS 2025 conference programme, AI takes centre stage on the AI, Data and Omnichannel track on day two, featuring John Lewis’ Chief Data & Insight Officer, Barry Panayi, who will discuss how to leverage data to make AI truly operational, while Kingfisher’s Group AI Director, Mohsen Ghasempour, will also outline how the retail group is using it to drive CX and efficiency.

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.