64% of UK Shoppers Eye Agentic AI for Savings Despite Security and Transparency Fears

Quick Summary

UK shoppers are increasingly open to agentic AI shopping tools to find better prices and discounts, with 64% expressing interest. However, widespread adoption is currently stalled by significant concerns regarding payment security, data privacy, and the lack of transparency in AI-driven purchasing decisions.

How Does Agentic AI Shopping Benefit Modern Consumers?

Agentic AI shopping serves as a powerful gateway for consumers seeking financial efficiency in a crowded digital marketplace. According to the research from Commerce and PayPal, the primary driver for adoption is the ability to uncover better prices, with 31% of respondents citing price comparison as a top motivator. These AI-powered assistants are designed to research products and identify hidden discounts that a human shopper might overlook.

• 64% of shoppers want to use agentic tools for discovery.
• 31% seek retailers offering the absolute best price.
• 28% use AI to find promotions and active discount codes.
• 23% want alerts when a product is cheaper elsewhere.

By automating the tedious aspects of product research, agentic tools allow consumers to focus on value rather than manual searching.

What Are the Main Barriers to Agentic AI Adoption?

Despite high interest, security and control remain the most significant hurdles for technology providers. Consumers are particularly wary of autonomous purchasing decisions, with 43% fearing the AI might buy products without explicit approval. Furthermore, bank account security is a major point of friction, as 39% of shoppers worry about potential breaches when linking their financial data to AI assistants.

• 83% of users demand security equal to or better than current methods.
• 43% fear AI making unauthorized purchases.
• 39% cite concerns over bank account security breaches.
• 32% worry about the AI selecting the wrong product.

For agentic AI shopping to reach mass-market status, providers must prove that their systems are as secure as traditional payment gateways like PayPal or Visa.

How Can Retailers Build Trust in AI Commerce?

To successfully integrate agentic AI shopping, retailers must prioritize transparency and accuracy. The research highlights that 55% of consumers believe it is vital for sponsored content to be clearly labeled within AI interfaces. Additionally, 46% of shoppers are against the idea of brands paying for preferential AI treatment, suggesting that perceived bias could destroy user trust.

“The report reveals that UK shoppers see the potential for agentic commerce to help them compare products, identify cost savings, and find available discounts,” said Andrew Norman, GM EMEA at Commerce. “Retailers have a prime opportunity, provided they can build trust and transparency into the experience. This means creating shopping journeys that help consumers make informed purchasing decisions while retaining control over the checkout process and ensuring the recommendations they receive are accurate, transparent and reliable. Get those fundamentals right, and agentic commerce can provide significant value for retailers and consumers alike.”

FF NEWS TAKE:

The shift toward agentic AI shopping represents a fundamental change in the merchant-consumer relationship. While the technology is ready, the trust deficit is real. For this to move the needle, fintechs must solve the 'black box' problem of AI decision-making. If consumers don't feel in total financial control, they will treat AI as a search engine rather than a shopping partner. Security is the ultimate gatekeeper here.