VoCoVo: shoppers react to AI monitoring as retailers ramp up in-store tracking efforts

UK shoppers are uncomfortable about the rise of AI on the shop floor, with 59% unhappy with retailers using it to track them in-store as part of their security measures. But lack of awareness is as prominent as discomfort, with 57% completely unaware that AI driven security is even being used.

The findings come from a new report, In-store Intelligence:AI’s Role in Retail’s Human Touch by VoCoVo, surveying 503 UK consumers and 250 retail decision makers about how AI is being adopted in physical retail environments.

As colleagues face rising incidents of abuse and theft, retailers are arming their shop floors and people with new technologies to help keep them safe, including body worn cameras. But shoppers have their reservations. 52% are uncomfortable specifically with AI enabled CCTV and body cameras monitoring them for colleague protection, even if the main purpose is to protect teams.

Fears are being reinforced by conceptions about how collected information is stored. 53% of consumers worry about how retailers retain their personal data and who they share it with. With a number of high profile cyber-attacks impacting the UK retail sector in 2025, shoppers are perhaps apprehensive.

These concerns come as more retailers adopt AI powered solutions to tackle rising incidents of theft and abuse, as well as to improve efficiencies in-store. Judging from further findings in the research, adoption is only set to increase. In the context of preventing theft, 34% of retailers have implemented AI as part of their anti-theft strategy, and 48% are planning to in the next 12 months.

Where AI can have the biggest impact in tackling theft includes predictive analytics for high-risk products or shopping times (33%), incident reporting and evidence collection (32%) and colleague communication and coordination with security (30%). These capabilities are increasingly being integrated with headset devices, allowing colleagues to notify security or fellow team members discreetly for assistance before an incident escalates.

Currently, just 23% retailers are already using AI to enhance the customer experience, with implementation in the pipeline for 70%. And among those who have adopted AI, they are seeing the greatest impact on product availability and stock accuracy (42%), closely followed by improved colleague productivity (40%) and more effective promotions and personalisation (32%).

Consumers continue to value human interaction, seeing colleagues as an essential part of their shopping journey. As many as 84% of shoppers still rely on the help of team members when they are shopping in-store and 77% still prefer to talk to them rather than using technology for assistance. Reinforcing this point, 40% would stop shopping at a store that relied entirely on self-service.

“It is well understood that retailers and their teams are under real and sustained pressures. New and innovative technologies, like AI, are being implemented to release some of the pressure and recalibrate retail operating models. What this research shows is simple: technology must be deployed with a clear human purpose if it is to create sustainable impact and value,” says Beth Worrall, CEO at VoCoVo.

“In today’s retail store environment, AI is most effective when it helps colleagues act with speed and confidence, stay connected and informed, and deliver better service - without eroding consumer trust.”

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.

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.