Artificial intelligence now affects 42% of UK consumers’ in-store spending, matching the level of influence it holds over online purchases, according to recent research. This shift demonstrates AI’s expanding role beyond digital recommendations into physical retail spaces, where its effects differ significantly across age groups and shopping methods.
AI’s growing influence on buying choices
A survey of more than 1,000 UK shoppers revealed AI’s impact extends to 35% of purchases made through social media platforms. Younger consumers show particularly strong engagement: 62% of Gen Z shoppers report AI shapes their in-store decisions, while 92% of Millennials rely on AI for online search and product discovery.
Digital transactions feel AI’s strongest pull, with the technology guiding 67% of online searches and 41% of purchases made through automated tools. Half of Millennials and Gen Z consumers also say AI affects their buying behavior on social media, signaling a broader transformation in how technology interacts with commerce.
Wearable technology further illustrates this trend. 18% of Gen Z shoppers have used AI-powered wearables, such as Meta’s smart glasses, to assist with in-store choices over the past year, compared to just 8% of all surveyed shoppers. This adoption highlights how AI tools are increasingly woven into physical shopping experiences.
Adapting retail strategies to AI integration
Jason Cottrell, President of the MACH Alliance, emphasized that AI’s role now spans the entire customer journey. “As AI becomes an influence layer across the entire customer journey, retailers can no longer view AI interoperability through the lens of eCommerce alone; it must span every touchpoint,” Cottrell said. “And this requires brands to build AI readiness across the whole commerce architecture, with the agility and composability to evolve as quickly as AI advancements move at pace.”
Usage of multiple AI agents within a single shopping session is projected to rise slightly, from 8% to 10% over the next twelve months. This suggests retailers will need adaptable platforms capable of handling both their proprietary AI tools and external consumer-facing applications.
The MACH Alliance, which promotes open and modular technology frameworks, includes over 100 companies and 80 industry ambassadors representing technology providers, system integrators, and brands.
