94% demand transparency and nearly half reject AI-only customer service
New consumer research commissioned by delivery management and post-purchase experience provider Scurri reveals that while 60% believe AI enhances the shopping experience, a striking 81% say they would feel uneasy if AI replaced human jobs in retail and logistics. The findings underline the need for ethical, transparent AI that augments service and preserves a human safety net.
Consumers are pragmatic about where AI adds value. Among 1,000 UK shoppers surveyed, 60% want AI-powered delivery updates and real-time tracking, 57% believe AI can improve order allocation (e.g. shipping from the nearest warehouse or store), and 50% would prefer AI-assisted returns that recommend methods or even issue instant refunds. A majority (54%) expect AI to improve post-purchase communications and 45% are comfortable with AI resolving delivery issues, but 49% reject AI-only customer service, preferring a human when problems escalate.
Control and transparency emerge as non-negotiables. 72% of respondents want to stay involved in shopping decisions and do not welcome full AI autonomy. An overwhelming 94% say it’s important that retailers are transparent about how AI works and uses their data. Trust is finely balanced overall; 50% trust AI to improve the experience without compromising privacy, 50% do not.
AI is also seen as a practical fix for social commerce. 72% of consumers think AI will help retailers meet the demands of shopping on platforms including TikTok and Instagram, and 57% would prefer retailers to use AI to manage delivery and logistics for social orders, areas where expectations for speed and visibility are highest.
Generational and differences indicate where adoption will move fastest. 38% of UK shoppers overall report using AI tools when shopping, rising to 70% among 25-34-year-olds and 59% of Millennials, versus just 16% of over-65s.
“Shoppers are sending retailers a clear message on AI; use it to remove friction but not people,” said Rory O’Connor, founder and CEO of Scurri. “They want real-time tracking, proactive updates and hassle-free returns, delivered transparently and backed by humans when it really matters. Retailers that deploy AI to remove uncertainty and delay, not to upsell speed or replace people, will win baskets and loyalty through Peak and beyond.”
The findings suggest AI is becoming an invisible engine for post-purchase performance, rather than a novelty at the front of the journey. Real time tracking (60% agree), proactive delivery updates (51%) and smarter order routing (57%) top the list of valued capabilities, while enthusiasm is more muted for AI as a standalone driver of loyalty. Just 38-41% say AI-powered delivery or post-purchase experiences would make them more loyal to a brand, pointing to AI as a hygiene factor that must be executed well, and transparently, to protect trust.
O’Connor continued, “We recommend retailers focus AI investment where trust is won or lost – delivery visibility, proactive communications and frictionless returns. Pair automation with a clear human fallback. Be open about how data is used. These are the signals shoppers are giving.”
Methodology
Nationally representative survey of 1,000 UK adults who made an online purchase and had it delivered in the past 12 months. Fieldwork conducted July 2025. Data weighted by age, gender, region, and social grade. The survey covered AI usage, delivery preferences, post-purchase communications, returns behaviour, social commerce, privacy and transparency.
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