AI shopping goes mainstream as impact of tech moves beyond material purchases

AI is increasingly shaping how consumers plan and make shopping decisions as they look for savvier ways to manage their spending in 2026. 

Research from American Express shows that 29% of the 2,000 UK adults surveyed either plan to, or will consider using, AI assistants and tools when they shop this year, rising to 37% for younger consumers aged 18-34. 

For these younger consumers, AI is rapidly becoming woven into everyday shopping decisions, as they use it to compare prices (31%) and track deals (25%), along with boosting their research confidence by surfacing reviews and key product details (31%) and uncovering new brands and alternatives (27%). 

The impact of AI extends beyond material purchases. One in five consumers say AI is helpful when looking for inspiration for new experiences, from activities and events to travel ideas. More broadly, the research found that 46% of Brits are entering 2026 with a New Year’s spending resolution, with commitments such as shopping around for deals, tracking their spending more closely and buying from eco-friendly brands. 

The research also suggests competition for consumer loyalty is set to intensify among retailers, with savvy shoppers increasingly looking to rewards and incentives when deciding where to spend. Two-thirds of respondents say they have used loyalty or rewards points to get a better deal in the past year and plan to continue doing so through 2026. 

This reward seeking focus is also influencing where people choose to shop; six in 10 have intentionally chosen to spend with businesses with loyalty programmes and plan to continue spending with them, reinforcing the importance of rewards to driving repeat custom. 

Dan Edelman, UK General Manager, Merchant Services, American Express, says: “We’re seeing AI progressing at pace into a valuable companion for shoppers to help them plan and feel confident in their spending decisions.”

“What’s also clear is that as people continue to look at savvier ways to spend, being rewarded for their loyalty remains highly important to shoppers. For retailers, that means competing not just on price, but on the quality of information, experience and incentives they provide.” 

RTIH AI in Retail Awards

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

Check out our finalists 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 2026 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 2026 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.