As Morrisons tests Instacart smart trolleys research finds that many Brits distrust the tech behind them
28% of UK consumers do not trust artificial intelligence in retail at all, as retailers such as Morrisons introduce new technology to the weekly shop, according to research from e-commerce marketing platform Omnisend.
The company surveyed 1,086 Brits for this. 29% are concerned that AI will lead to job losses on the high street. 27% feel their activity is being tracked by supermarkets, while 53% believe loyalty schemes such as Tesco Clubcard and Sainsbury's Nectar monitor their spending habits. The findings come as Morrisons trials Instacart's AI powered Caper smart trolleys at a Preston store, becoming the first UK retailer to introduce the technology. Elsewhere, Lidl extended its Lidl & Go trial to another 37 stores during July, allowing customers to scan products through the Lidl Plus app and track their spending and savings in real-time
55% of respondents have used a scan-as-you-shop device in a supermarket. Among those who have tried the technology, 70% used it to save time at the checkout, while 24% tapped it to help stick to a budget. A further 5% wanted to reduce the amount of interaction they had with supermarket staff. Just 8% of all respondents said scan-as-you-shop devices make them feel as though their every move is being tracked, while 20% said the technology makes their weekly shop more efficient.
Marty Bauer, E-commerce Expert at Omnisend, comments: "Saving time and keeping track of spending are clear reasons for shoppers to use self-scanning. But retailers should not assume that familiarity with a handheld scanner translates into trust in AI. They need to explain what these new tools do, what information they use and how customers benefit.”
"Concerns about potential job losses deserve an answer too. Retailers should explain how staff roles will change and make sure help remains easy to find. A quicker shop loses its appeal if customers cannot find someone to resolve a problem. Smart trolleys bring product recommendations directly into the supermarket aisle, giving retailers another opportunity to influence buying decisions. That makes the quality of those suggestions important. A relevant offer can be welcome, but repeatedly encouraging shoppers to add more could undermine the appeal of a tool they use to stay within budget.”
He adds: "For shoppers, the running total can help them keep an eye on spending, but a personalised offer is not automatically the best deal. Check unit prices, compare alternatives and ask whether you actually need the recommended item. It is also worth reviewing the privacy and marketing choices available in any linked loyalty app. Retailers should judge success by whether customers want to use the technology again, as well as what they spend. Clear information, useful recommendations and a choice of checkout options can help build that confidence."
2026 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards, which celebrate global retail technology innovation in a fast moving omnichannel world, have now closed for entries. Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2026 shortlists and finalists here.
We received a record number of entries this year and many fantastic examples of technology excellence driving transformative change across the global retail sector.
Congratulations to all those who made it through the initial submission process! It’s now over to our star studded judging panel who will decide the winners to be announced at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London.
The event will be held on Wednesday, 4th November and consist of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.
Click here to book your place at the 2026 RTIH Innovation Awards Ceremony on Wednesday, 4th November.
