AI in Everyday Shopping: A New Trend Among Britons
Artificial intelligence (AI) is making its way into various aspects of daily life, and now it's stepping into the realm of personal finance. According to recent research, two out of five Britons would be willing to let AI manage their money if it meant they could avoid routine tasks such as shopping and paying bills.
This trend is not entirely new, as many households are already using AI for simple tasks like getting recipe ideas, planning schedules, or answering everyday questions. However, the willingness to trust AI with more significant responsibilities—such as buying groceries, household goods, or even paying phone bills—signals a shift in how people view technology.
The research was conducted by payments company Checkout.com, which highlights that an increasing number of households are open to entrusting AI with financial decisions. This type of AI, known as agentic AI, can act autonomously and mimic human decision-making, making it capable of handling complex transactions.
Despite this growing interest, there are clear limits to how much trust people are willing to place in AI. The average shopper surveyed said they would only allow AI to handle up to £200 of their money. This suggests that while people are intrigued by the potential of AI, they remain cautious about giving it full control over their finances.
Younger generations are significantly more open to this idea. Nearly seven out of 10 individuals aged 25 to 34 expressed willingness to let AI handle their transactions. Of these, almost half (49 per cent) already use AI to assist with shopping decisions, from finding deals to comparing reviews. This indicates that younger users are more comfortable with the concept of AI as a shopping assistant.
In contrast, older age groups are far more hesitant. The percentage of shoppers who would be comfortable with AI managing their purchases drops to just 24 per cent among those aged 55 to 64 and further decreases to 13 per cent for those aged 65 and over. This generational divide highlights the need for tailored approaches when introducing AI to different demographics.
Security Concerns Remain a Major Hurdle
Fraud and security risks continue to be a major concern for many consumers. Four in ten shoppers worry about the risk of fraud or data misuse if AI agents start spending on their behalf. These fears underscore the importance of building trust through robust security measures.
Some 31 per cent of the 2,000 people surveyed said they would consider letting AI spend some of their money if there was guaranteed security of their funds. Similarly, 30 per cent mentioned that easier refunds or returns would make them more likely to trust AI with their finances.
AI as a Shopping Assistant
Many families are already turning to AI for shopping inspiration. More than two in five people say they have used AI to find gift ideas for a partner, while one in five has even asked AI to write birthday card messages. This shows that AI is becoming an integral part of the shopping experience, even if it's not yet handling actual transactions.
Jenny Hadlow, from Checkout.com, commented on the findings, stating: “The idea of AI running your shopping might sound futuristic, but consumers are already halfway there – they just need reassurance it’s safe.”
She added, “Nearly half of those surveyed worry about losing control over what’s purchased through AI, so companies must balance convenience with security. Features like spending limits or category filters could give shoppers confidence as this becomes reality.”