The use of AI tools by UK consumers to support their shopping this Christmas is uneven with a growing ‘AI shopping confidence divide’ emerging, according to data from PSE Consulting.

The data shows nearly half of UK adults surveyed (49%) now use AI tools regularly, and almost a quarter (22%) plan to use them for Christmas shopping this year. Among 18-34-year-olds, adoption rises to 42%, reflecting strong uptake among younger, urban and more affluent consumers.

However, its research of 2,000 UK shoppers, shows a sharp contrast between early adopters and more traditional consumers. While early adopters – typically aged 18-34 – use AI daily or several times a week, ‘Traditionalists’, typically aged 55+, with lower digital exposure remain hesitant. More than half say they never use AI tools and 80% say they would not on them for festive shopping.

“The ‘AI confidence divide’ is quietly reshaping shopping behaviour this Christmas. Early adopters are already turning to AI daily to hunt for deals and select gifts, while more traditional shoppers are taking a wait-and-see approach. Businesses that want to stay relevant will need to rethink how they engage customers, whether through integrated AI tools, personalised assistants, or new ways of presenting products that appeal to both early adopters and more hesitant consumers,” commented Chris Jones, Managing Director at PSE Consulting.

The research also found that 85% of those planning to use AI for shopping this festive season would trust it to place orders and execute payments on their behalf, which PSE Consulting says demonstrates strong latent demand for agentic AI-powered commerce.

Following the launch of OpenAI’s Agentic Commerce Protocol, in partnership with Stripe, earlier this year, the service is expected to reach Europe within six to nine months, with delays linked to compliance with Strong Customer Authentication (SCA) requirements.

When asked about the use of agentic-AI commerce, privacy, fraud, and accuracy remain key concerns. The research shows that 49% of shoppers are worried about data handling, 46% about fraud, and 41% fearing AI might select the wrong item. Only 9% report no concerns, indicating that trust and transparency remain critical to widespread adoption.

“AI is now becoming an active participant in the payment process. Systems designed for human-paced transactions are now under pressure to support high-frequency, autonomous agent-initiated flows. This has major implications for fintechs, merchants, and payment processors, especially around real-time authorisations, fraud detection, and liability management,” Jones added.