Four out of five UK shoppers (80%) are already using AI tools for online shopping or product research, with a further 70% predicting that AI shopping assistants will be an everyday feature of ecommerce by the start of the new year, according to Klaviyo’s Global AI Shopping Index.

Its research of 1,000 consumers revealed that more than half surveyed (58%) plan to use AI shopping assistants during BFCM 2025, the first peak shopping events where consumer searches for products and deals on AI platforms are expected to reach critical mass.

“In the UK, we’re seeing AI become a part of the shopping experience, as consumers use it to research and compare products,” said Ben Jackson, MD of EMEA at Klaviyo.

“For brands, the ability to unify customer data has never been more critical. Those who connect their data across every channel will be the ones who deliver truly personal, seamless experiences this Black Friday and beyond,” he added.

AI emerges as the UK’s personal shopper

The top reasons cited for using AI shopping assistants were finding the best deals (33%), saving time (18%) and getting personalised recommendations (16%). 

Looking ahead, shoppers want AI to help them find and compare products (47%), stick to a budget (40%) and suggest complete outfits (33%). By 2030, 37% expect AI agents will be able to consistently help them save money.

AI: the new storefront 

With product discovery, comparison, validation – and even purchases – increasingly taking place within the walled gardens of AI, brands need a unified view of the customer, connecting data, context and action across every touchpoint.

74% of UK shoppers admit to abandoning an online purchase because they couldn’t find immediate answers to their product questions, underscoring the importance of real-time, AI-powered support, while 52% say their perception of a brand would improve if it offered an AI assistant while shopping.

“AI is creating a new era of autonomous commerce,” said Andrew Bialecki, Co-Founder & CEO of Klaviyo.

“As agents, channels, and tools start to work together, brands can finally move from reacting to anticipating and deliver experiences that happen instantly and intelligently. The future of commerce isn’t just about owning relationships; it’s about building systems that learn and act on your behalf.”