Four out of five UK consumers are already using AI to research or buy products online, according to new data from Klaviyo’s AI Shopping Index.
The study, published this month, reveals that 80 per cent of shoppers now turn to AI tools for product discovery or purchasing support – from chatbots to virtual assistants. Meanwhile, 70 per cent expect these tools to become a standard part of the online shopping experience by 2026.
As the peak trading period approaches, this shift has clear implications for retailers. More than half (58 per cent) of UK consumers plan to use AI shopping assistants over Black Friday and Cyber Monday 2025 – a signal that digital expectations are rising fast.
“In the UK, we’re seeing AI become part of the shopping experience as consumers use it to research and compare products,” said Ben Jackson, managing director EMEA at Klaviyo. “For brands, the ability to unify customer data has never been more critical. Those who connect their data across every channel will be the ones who deliver truly personal, seamless experiences this Black Friday and beyond.”
Personalisation and price remain key drivers
According to the findings, British shoppers are primarily using AI to find the best deals (33 per cent), save time (18 per cent) and access personalised recommendations (16 per cent). Looking ahead, they want tools that can help them stick to budgets, compare products and even suggest complete outfits – with 37 per cent hoping AI will ultimately help them consistently save money by 2030.
What it means for independent retailers
For independent fashion businesses, the rise of AI-assisted shopping underscores a growing demand for personalisation and instant support online. Klaviyo’s research found that 74 per cent of shoppers have abandoned a purchase because they couldn’t get quick answers to product questions – and over half (52 per cent) say their perception of a brand would improve if it offered an AI assistant.
“AI is creating a new era of autonomous commerce,” added Andrew Bialecki, Klaviyo’s co-founder and CEO. “As tools start to work together, brands can move from reacting to anticipating – and deliver experiences that happen instantly and intelligently.”
While many independents pride themselves on personal service, these insights suggest that adding AI-driven tools online – from automated size guides to chat-based product recommendations – could dramatically enhance e-commerce performance without major staff investment.