New research reveals that over half of UK shoppers are open to AI handling their online purchases, signalling a significant shift in consumer trust and automated commerce, with fashion consumers showing notably higher spending when aided by AI.
UK consumers appear more willing than many brands may assume to let artificial intelligence handle purchases, according to new research from Croud that suggests a shift in how people discover, assess and complete buying decisions online.
The global media, data and creative agency said its latest Consumer Index found that 56% of UK consumers are open to AI making purchases on their behalf in at least one product category. Nearly two-thirds would also use AI-powered instant checkout, pointing to rising comfort with automated commerce even as shoppers continue to scrutinise recommendations before spending.
Croud said the pattern it identified reflects three changes in the buying journey: discovery, validation and automation. Among AI users, 74% said they research through large language models before choosing a brand or product. More than one-third check recommendations against four or more sources before buying, with YouTube, Instagram and TikTok playing a major role in that verification process. The company said that suggests AI is increasingly influencing what consumers consider, but not replacing the need for social proof.
Debbie Ellison, Croud’s EMEA chief executive, said AI is changing how brands are found but not how trust is built. Dani Jordan, the company’s global chief marketing officer, said fashion shoppers in particular show distinctive behaviour, with AI-assisted womenswear journeys linked to 30% higher spend than among non-users. The report also said only 18% of AI users need to validate fashion purchases beyond the AI recommendation, the lowest rate across the categories studied.
The findings sit alongside wider warnings from the UK government about so-called agentic AI, where systems act more independently on behalf of consumers. Officials have said businesses need to understand the risks as well as the commercial opportunities, while the Small Business Commissioner has urged firms to adapt to AI-driven commerce if they want to stay visible. Separate Statista research has also pointed to consumer concern about the authenticity of AI-generated reviews, underlining that trust remains a central issue even as AI becomes more embedded in shopping.
Croud said the practical lesson for marketers is that success will depend on being visible to AI systems and credible to people. The report pointed to the experience of health and wellness brand Thorne, which shifted from a keyword-led search strategy towards one based on intent and context. According to Croud, that approach helped drive a 30% year-on-year increase in organic revenue and a 66% large-language-model mention rate.
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