PXP Study Shows UK Shoppers Value Both Convenience and Personal Touch
AI has moved from pilot projects to the shop floor, reshaping marketing, inventory, service and more across retail. Yet while adoption is accelerating behind the scenes, new research shows many consumers are cautious, even resistant. The question for retailers: how do you balance innovation with trust?
To answer that, PXP, the omnichannel global payment platform, has launched a new report: Retail in the Age of AI: Why Humanity Should Be at the Heart of Your Business Strategy.
Drawing on exclusive consumer research, the report examines where shoppers are excited about AI and where hesitation persists. It explores adoption trends, loyalty drivers and trust barriers, then translates those insights into practical recommendations to help retailers embrace AI without losing the human connection that builds long-term customer relationships.
Key findings include:
- 37% of respondents said they would not use AI shopping tools at all, underscoring a reluctance to surrender control to automated systems.
- Among those open to AI, the most appealing features were personalised product recommendations (18%), price prediction tools (18%), voice assistants (16%), and visual search (15%).
- Interest in AI chat assistants, smart mirrors, and virtual try-on kiosks was notably lower, ranging from 11-14%.
These findings contrast with the accelerating adoption of AI within the retail industry. Recent research shows that nearly all UK retail decision-makers now use AI in some form, with 61% creating dedicated AI leadership roles, such as Chief AI Officer, to oversee strategy and implementation.
Adoption is being driven by both opportunity and necessity. Rising costs and labour shortages are pushing retailers to turn to automation and AI-powered efficiency, while intense competition is forcing them to deliver even more personalised, seamless customer experiences. As a result, AI is now being deployed across a wide range of functions from predicting demand and reducing waste to detecting fraud.
Commenting on the report, Aaron Stephens, VP of Global Retail at PXP, said: "Retail is at a crossroads. AI is already running pricing engines, predicting demand, and powering customer service. But technology alone won’t win loyalty. Shoppers want smarter experiences, but not at the expense of trust or the human touch. That’s why we created this report: to give retail leaders clear insights into what customers really think about AI, and practical guidance on how to use it responsibly. At PXP, we’ve helped some of the world’s biggest retailers adapt to waves of change in payments, fraud and data, and AI is the next big wave. Our message is simple: embrace innovation but do it in a way that keeps your customers front and center".
The report stresses that while AI delivers clear operational benefits, consumer willingness to engage varies significantly depending on the technology. Shoppers are selective about the tools they use, with some innovations generating excitement and others prompting caution, highlighting the importance of understanding preferences before rolling out new AI-driven experiences.
PXP’s expertise in global payments, fraud prevention, and data analytics gives the company a unique perspective on how technology can transform retail operations while maintaining customer trust. Processing more than €30 billion annually and supporting all major payment methods across online, mobile, and in-store channels, PXP has seen firsthand how AI and data-driven tools can enhance efficiency, personalise experiences, and safeguard shoppers, insights that underpin the recommendations in this report.
To find out more about PXP please visit https://pxp.io/ and read the full report here: Retail in the Age of AI: Why Human Connection Still Matters.
About PXP
PXP is a tech platform that makes commerce simpler, better, and more connected. With just one connection to PXP, merchants can unlock a world of commerce across online, mobile, and point-of-sale channels. Powered by a suite of financial services, multiple acquiring connections - including an in-house acquiring licence - and diverse alternative payment methods, PXP processes over €30 billion annually through our unified gateway. Connect once to our global commerce ecosystem to supercharge your growth by unifying payments, streamlining operations, and getting access endless opportunities. Learn more about the PXP family of companies at: http://pxp.io/ or read the PXP blog.
