PSE Consulting flags how AI is reshaping online shopping behaviour across UK, US, France and Germany
Price is the single most influential factor in AI assisted shopping, with 32% of consumers citing it as their primary decision driver when choosing between recommendations made by an AI assistant. This is more than double the proportion who say they simply follow the AI's top recommendation (14%). US consumers are particularly price driven of any market surveyed, with 37% ranking price as their primary consideration.
That’s according to a study based on a survey of 4,250 consumers across the UK, US, France and Germany who use AI for online shopping, commissioned by payments consultancy PSE Consulting.
The research found that 43% of consumers report positive experiences of AI assisted shopping so far, while fewer than 3% report mostly negative experiences. The remainder describe their experience as mixed. People are not waiting for the technology to mature before they use it. They are trying it out and coming back for more.
What they are waiting for is a brand they recognise. 89% of respondents say recognising the seller's brand is important or very important when acting on an AI recommendation. 92% say customer reviews matter when deciding between AI generated options, and 68% say they would consider an AI recommendation for a new or unfamiliar seller/merchant brand, but only after checking reviews and ratings first.
Chris Jones, Managing Director at PSE Consulting, says: "What the research shows clearly is that consumers are using agents to find the best online deals. But once the shortlist is in front of the consumer, the same signals that have always driven purchasing decisions take over: does the consumer recognise the seller’s brand, and what do other customers say about it?”
He adds: "AI is enhancing consumer decision-making, not replacing it. Consumers are happy to delegate discovery and shortlisting to an AI assistant. But trust remains critical when it comes to the final purchase. If the brand is not recognised and there are no reviews to validate it, the AI recommendation does not close the sale."
The research also reveals meaningful differences between markets. UK consumers are the most seller brand-reliant of all four markets, with 15% citing brand recognition as their primary decision factor, compared to just 8% in the US, France and Germany. UK consumers also show the strongest attachment to existing loyalty ecosystems, with 36% saying the loss of loyalty points would make them less likely to continue using AI shopping tools, significantly higher than Germany at just 14%.
France emerged as the most AI trusting European market surveyed. French consumers recorded the highest proportion of mostly positive AI shopping experiences at 53%, while decision-making factors were more evenly spread between price (27%), ratings (22%) and simply following the AI assistant's top recommendation (21%), the most even distribution of any market.
2026 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
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 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
