New dentsu research reveals how Brits are using AI, social media and stores in shopping journeys
New research by dentsu, involving 2,003 people, shows UK consumers are embracing AI when they shop, but a major trust gap is holding back fully automated purchases, creating a critical window for retailers to shape how AI driven purchasing evolves.
Although AI has created a new discovery environment, there is a contradiction between its growing use and traditional consumer trust signals. Although more than a third of Brits, rising to over half in Millennials and Gen Z, use AI shopping tools, nearly two-thirds remain uncomfortable allowing AI to purchase for them autonomously.
Almost 40% say they use AI to find the best product, compare brands and find cheaper alternatives. But while AI is taking up a new advisory space in the customer journey, customer reviews (54%), friends and family (48%) and in-store information (45%) still anchor final purchase decisions.
Further conflicts exist when it comes to social media. Although two-thirds of Brits say they discover products more easily through social media, traditional retailer websites are rated higher than social media on almost all other aspects of the shopping experience. That includes personalisation, product information, convenience and pricing – and a huge 80% say retailer websites are more trustworthy than social media.
Physical retail stores add an emotional layer in the shopping journey. Around 80% of UK consumers say they enjoy browsing in-store, and for two-thirds, it’s something they look forward to. Physical stores continue to be an important part of the discovery journey, despite the emergence of AI tools, as 83% say they discover products while browsing in-store.
As e-commerce continues to dominate convenience and efficiency, physical stores are becoming powerful levers for emotion and brand perception. Rather than pure commerce channels, stores are increasingly functioning as media environments, discovery hubs and community spaces.
Neilson Hall, Managing Director Commerce Media, dentsu UK&I, says: “The last decades have been defined by making shopping journeys as smooth and easy as possible, with brands investing heavily into discovery. But now that discovery is everywhere, consumers are looking for something new: guidance. The future of retail will be shaped by reducing friction, simplifying decision, and building confidence and trust.”
Matthew Higgins, Managing Partner, Retail Media Activation, dentsu UK&I, comments: “The store isn’t dead; it offers something different. Consumers visit physical stores to browse, to experience, to be inspired - in-store shopping now is something they actively look forward to as it offers them more than a smooth one click online purchase can. These moments are extremely commercially valuable and complement the digital experience. The brands winning in physical retail in 2026 are the ones treating it like a media channel and an emotional connector.”
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.
