AI powered grocery shopping engagement varies across markets with trust impacting use, dunnhumby
New research from dunnhumby flags how attitudes to AI chatbots and shopping agents varies by country with Ireland approaching twice the European average for AI assisted grocery shopping activity. The study shows that the UK is one of the heaviest users of AI when it comes to shopping despite also being the most sceptical with 39% of Brits saying they do not trust the technology.
Meanwhile, Germany combines comparatively high usage with the highest trust levels as 33% of respondents there reported mostly or completely trusting AI. AI assisted grocery shopping remains primarily a younger consumer behaviour rather than a mass-market habit, according to the research.
Over 1,400 shoppers took part in the survey from United Kingdom, Germany, Denmark, Spain, France, Ireland, Italy, Norway, New Zealand, Sweden and the Netherlands.
24% of 18–34-year-olds across Europe have engaged with AI powered tools with only 4% of those surveyed over the age of 55 saying the same. However, 48% of consumers aged 55+ trust AI "somewhat", while only 10% trust it mostly or completely, showing that routine and a need to demonstrate practical value may be holding back greater adoption. Younger shoppers are entering grocery shopping with AI increasingly already in their digital lives, while older consumers remain substantially more sceptical.
Price comparison is the most popular use of AI for shoppers (47%), while finding out more about products or ingredients came second with 31% using the technology for this purpose. Identifying personalised products was the third most common reason for shoppers to use AI tools like Chat GPT, with 26% of those surveyed using AI for this purpose.
Sandra Stanley, Chief Data Science Officer, dunnhumby, says: “This research shows that the new era of shopping is underway with loyalty needing to be earned both from the customer as well as the AI agent acting on their behalf. For retailers, the core fundamentals remain key to not falling behind in this space and that means clean, connected and well governed data, building responsible frameworks and driving AI literacy across the organisation so that teams understand and can act on opportunities.”
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.
