Klaviyo’s new AI Shopping Index reveals the rate at which AI is disrupting online shopping in the UK. The research found that four out of five UK shoppers (80%) use AI tools for online shopping or product research.
70% in the UK said they expect AI shopping assistants to be a normal part of online shopping by 2026. UK shoppers lead the charge on these AI expectations, ahead of 65% globally.
As we approach the busiest shopping period of the year, retailers should take note. More than half (58%) have revealed they plan to use AI shopping assistants during Black Friday and Cyber Monday 2025.
“In the UK, we’re seeing AI become a 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.”
AI is the UK’s personal shopper, helping consumers save money
The research also reveals that personal shopping and cost saving is top of the agenda when it comes to AI shopping assistants. Today, the top reasons for using AI shopping assistants amongst British consumers are finding the best deals (33%), saving time (18%) and getting personalised recommendations (16%).
Expectations for AI shopping assistants are only set to rise, as future hopes for AI include helping find and compare products (47%), stick to a budget (40%), and suggest complete outfits (33%).
By 2030, the top hope is simple: consistently save me money (37%).
AI: the new storefront
AI is no longer a side tool, it’s now at the centre of commerce. With ChatGPT turning into a storefront in the US, consumers can discover a product, click “buy,” and check out in a single chat. It’s one of many shifts redefining how people shop and how brands connect with consumers globally.
As new channels and AI-powered agents emerge, brands need a unified view of the customer, connecting data, context, and action across every touchpoint. And as AI platforms open up through new integrations, those connections will only become more important.
It’s clear that real-time, AI-powered support matters. 74% of UK shoppers admit to abandoning an online purchase because they couldn’t find immediate answers to their product questions, while 52% say their perception of a brand would improve if they had an AI assistant.
“AI is creating a new era of autonomous commerce,” said Andrew Bialecki, co-founder and CEO of Klaviyo. “As agents, channels, and tools start to work together, brands can finally move from reacting to anticipating and delivering experiences that happen instantly and intelligently. The future of commerce isn’t just about owning relationships; it’s about building systems that learn and act on your behalf.”