Nearly two-thirds of British online shoppers surveyed for logistics company Paxon say they have never used artificial intelligence for product recommendations, suggesting that everyday adoption of AI-assisted shopping remains limited despite increasing investment in the technology.
The YouGov study, commissioned by Paxon, found that 62% of online shoppers had never used AI product recommendations, while only 3% of all respondents reported frequently using AI shopping assistants. One in ten online consumers said they were likely to use AI to make online purchases during the following 12 months.
The research involved 2,077 UK adults aged 18 and over, surveyed online between 28 and 31 August 2026. YouGov states that responses were weighted to represent the UK adult population. Paxon released the findings on 13 October, approximately six weeks after fieldwork, during a reorganisation and rebranding of its logistics operations.
The results concern reported behaviour and future intentions rather than actual transaction records. Figures relating specifically to online shoppers should also be distinguished from those referring to the complete adult sample, which included respondents with different shopping habits.
Among those surveyed, 21% said they had encountered products recommended by AI without subsequently purchasing them, while 43% reported never having received an AI-generated product recommendation. Exposure to the technology and willingness to act on its suggestions therefore remain separate considerations.
Retailers and technology providers have begun developing shopping assistants that can identify products, compare options and guide purchasing decisions. More advanced systems aim to complete transactions on behalf of customers, potentially changing how merchants present information and receive orders.
The survey provides little evidence that these capabilities have already become mainstream among British shoppers. Conventional retail websites, search engines and online marketplaces continue to operate alongside newer interfaces, requiring companies to maintain established customer journeys while evaluating emerging technology.
Other shopping formats also attracted limited enthusiasm. Only 16% of online shoppers said they would be likely to purchase products using smart glasses, although the proportion increased to 37% among respondents aged 18 to 24.
Those responses describe expectations of a hypothetical future experience, rather than adoption of a commercially available service. The difference between age groups suggests younger shoppers may be more receptive to the concept, but it cannot establish how many would use it regularly or complete purchases.
Live shopping remains similarly uneven. Among online consumers, 64% reported never having watched a live shopping stream. The proportion was 52% among 18–24-year-olds and 60% among those aged 25 to 34, indicating greater exposure among younger respondents without demonstrating widespread participation.
Marketplaces appear to have stronger prospects within the responses. Some 30% of consumers said they were more likely to purchase through an online marketplace during the following year rather than directly from a retailer or brand website. Such intentions may affect how companies assess their distribution arrangements and the costs associated with third-party sales channels.
Delivery expectations were another area examined by the research. Three in ten respondents believed that the development of drone delivery would make waiting longer than 24 hours for an online order unacceptable. This is an opinion about a possible future service, not evidence of demand for drone deliveries or their commercial feasibility.
For retailers, operating across different purchasing channels creates practical requirements that remain relevant regardless of the interface used. Product descriptions, prices, stock availability and delivery commitments need to remain consistent if customers can place orders through conventional websites, marketplaces or emerging AI assistants.
A purchasing system that creates additional demand without accurate inventory information could increase fulfilment problems rather than improve the customer experience. Similarly, a faster checkout process offers limited benefit where delivery commitments cannot be met or product information is unreliable.
Paxon supplies third-party logistics services and commissioned the research during the consolidation of Radial, Staci, Active Ants and Base Logistics under its new commercial identity. Its business interests are relevant when considering its interpretation of developments in retail fulfilment and shopping channels.
The findings show that many surveyed consumers had yet to adopt AI shopping tools by late August, while other newer retail technologies were also far from universal use. They do not establish the speed of future adoption, particularly as new services and purchasing arrangements continue to develop.
Retailers assessing investment in AI-enabled commerce will therefore need to distinguish consumer intentions from observed purchasing behaviour. The survey suggests that maintaining reliable product information and fulfilment across established channels remains important while newer forms of shopping develop.
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