Just 33% of consumers say they are open to using AI shopping assistants

New research from Visualsoft reveals a widening gap between the pace of AI innovation in retail and the level of consumer trust needed to support widespread adoption. While capability is advancing quickly, confidence is lagging behind, creating a clear tension shaping the next phase of ecommerce.

The latest findings from the One Shopper, One Journey research series found that just 33% of consumers say they are open to using AI shopping assistants, despite growing visibility and investment across the sector. The findings suggest the industry is building ahead of belief, with adoption constrained not by functionality but by hesitation.

That hesitation is not evenly spread. Younger consumers are driving momentum, with 64% of 25–34s open to using AI shopping assistants. Among 55–64s, this falls to 14%, and drops further to 6% for those aged over 65. The result is a market being pulled forward by a single demographic rather than moving in step. At the heart of this gap is trust.

64% of consumers say they are concerned about how their personal data is used, placing a clear ceiling on adoption. The issue is less about what AI can do and more about whether consumers feel comfortable letting it act on their behalf. The research also shows that trust is shaped less by new features and more by everyday retail experiences.

70% of consumers say inconsistent pricing across channels causes stress, while 74% say they feel more confident buying from brands that offer a joined up experience. These fundamentals are setting expectations for how newer technologies are judged. Operational friction is also playing a role.

65% of consumers say they feel let down when they are unable to return online purchases in store, turning practical limitations into perceived risk. In this context, gaps in the customer journey are not just inconveniences, they actively erode confidence. Younger shoppers, while more open to AI, are not adopting blindly.

They are more likely to engage where value and control are clear, whether through AI assistants or emerging behaviours such as social commerce (69% say they are likely to use social media to purchase in the next 12 months and 46% would use LLMs).

Older consumers, meanwhile, are not rejecting technology outright, but are waiting for consistent proof that it works in their favour. Convenience is emerging as a key signal of trust. 72% of consumers say they feel more valued when checkout is fast and consistent, reinforcing the idea that reliability matters more than novelty.

VThere is clear commercial upside for retailers who get this right. 33% of consumers say they would pay a premium for a seamless shopping experience, rising to 61% among 18–34s. The opportunity is significant, but it remains conditional on delivering the basics well. AI is moving quickly, but consumer trust is not keeping pace.

What this shows is that adoption will not be driven by technology alone. It will come from consistency, transparency and experiences that already work. Retailers do not need to rush new functionality at the expense of quality. They need to focus on getting the fundamentals right, delivering high quality experiences and real value.

That’s what builds the confidence consumers need to take the next step. – Liam Quinn, Director of Innovation, Visualsoft