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- AI Is Quietly Redefining How Brands Earn Trust at Checkout
AI Is Quietly Redefining How Brands Earn Trust at Checkout
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Today’s Insight
AI Is Quietly Redefining How Brands Earn Trust at Checkout
Christmas shopping in the UK is shifting as more consumers rely on AI to search, compare, and even complete purchases. Research from PSE Consulting shows that nearly half of UK adults already use AI tools regularly, and more than one in five plan to use them for Christmas shopping. Among younger shoppers aged 18 to 34, usage is far higher, driven by comfort with automation and higher exposure to new tools.
What stands out is trust. Around 85 percent of shoppers who plan to use AI say they would allow it to place orders and handle payments on their behalf. This signals a move toward agent-led purchasing, where software acts independently once rules are set. Speed and convenience matter during peak shopping periods, and AI meets that need.
Key Takeaways
AI is moving from product discovery into full purchase decisions.
Younger shoppers are driving adoption, but trust gaps remain across age groups.
Checkout confidence now depends on clarity, control, and data protection.
Brands are judged by how safely and accurately AI acts for customers.
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