Rise of AI agents is reshaping UK and Ireland shoppers’ paths to purchase, new CI&T research shows
CI&T has launched research examining how modern purchase pathways are evolving, what is motivating the consumers adopting agentic commerce, and how retailers can capitalise on the opportunity and foster loyalty in a rapidly changing market.
The report, involving a survey of over 2,000 UK&I participants, finds that AI agents are rapidly moving into mainstream consumer shopping behaviour in the UK and Ireland:
86% of respondents have either used an AI agent when shopping or are open to doing so in the future.
68% have already used an AI agent when shopping.
57% of those who have yet to use an AI agent said they are open to doing so.
67% say AI makes them smarter shoppers.
Agents have effectively become a mall for consumers, putting all brands and product categories under the same roof, but with the ability to optimise purchase decisions in real time. According to the report, consumers are primarily using AI agents for pointed research: comparing different brands (45%), finding the lowest price (42%), and finding where specific items can be bought (39%). The fastest growing retail categories for AI adoption in the UK&I are electronics, home appliances, and groceries.
These agents are not replacing the purpose of retailer websites; rather, they are providing consumers with a highly accessible way to begin their shopping journey with research.
"Agentic commerce is now a reality in modern shopping. Having tracked consumer shopping habits for nearly a decade, we’ve seen the traditional path of purchase evolve from ‘discover > research > buy’ to ‘research > discovery > buy,’ and the rapid adoption of AI agents aligns perfectly with this shift,” says Melissa Minkow, Global Director of Retail Strategy and Insights at CI&T.
Minkow adds: "Agents are not replacing retailers’ websites, but they are increasingly becoming consumers’ first touchpoint. It's important that retailers start thinking practically about how to make the most of this opportunity: improving discoverability within LLMs while differentiating their owned channels with experiences that third-party agents simply can’t replicate."
CI&T argues that retail and CPG organisations must now treat these agents as part of their omnichannel commerce strategy, as they are extremely powerful revenue drivers due to their ability to merge research and discovery into one moment for shoppers. Organisations need to evolve as quickly as consumers are by developing the technology, processes, and teams to support this new era.
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.
