Adobe research shows UK consumers increasingly using AI as part of their online shopping journeys
Adobe has released a new report, based on analysis of over ten billion transactions every month, revealing headline UK spending figures from January to August and how online shopping behaviours are shifting thanks to AI.
UK online spending has grown steadily in 2026 - up 3.9% YTD. Spending growth accelerated from early summer onwards, with June the highest spending month of the year so far (£10.6 billion, up 16.9% YoY), primarily caused by Amazon Prime Day occurring in June this year rather than July.
YoY growth in traffic to retail sites from AI sources peaked in August, up 149% YoY and up more than 1,400% compared with October 2024. Conversion rates from AI traffic sources (which, in the UK, overtook those from non-AI traffic for the first time) were 20% higher than non-AI channels in August.
Gen AI has evolved from a research tool into a trusted, high converting shopping channel for UK consumers. In May 2026, AI conversion rates officially surpassed traditional web channels for the first time. By August 2026, conversion rates from AI sourced traffic outperformed traffic from non-AI sources by 20%.
Referral traffic from platform like ChatGPT, Gemini, Claude, and Copilot grew +1,439% between August 2024 to 2026. On an annual basis, referrals from AI sources in August 2026 was 149% higher when compared with August 2025. 37% of UK consumers have used these assistants for online shopping, with 34% of such shoppers (led by Gen Z and Millennials) purchasing directly within the AI interface.
AI referred shoppers arrive with higher purchasing intent, spend 23% longer on-site, browse 13% more pages per visit and report lower return rates compared to traditional traffic. 66% of UK consumers now trust AI tools to provide accurate product recommendations, and 85% of AI shoppers report an improved overall online shopping experience.
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.
