Despite rapid AI adoption and increasing trust of the technology among consumers, a growing number of UK shoppers are noticing AI shortcuts across brand marketing, a new study by B2C CRM platform, Klaviyo, reveals.

AI moves from novelty to necessity

According to Klaviyo’s study of almost 8,000 global shoppers, 62% of UK consumers currently use AI at least once a week, with 29% having purchased a product recommended by the technology in the past six months. 

Data from Klaviyo’s platform also showed a +1,936% year-over-year rise in AI traffic referrals to retailers’ websites, mirroring the accelerated shift towards AI-led search and shopping.

Over a quarter (28%) of consumers now turn to AI search engines first when they need to understand a complex topic. AI use is also becoming more personal and sophisticated: six in ten (61%) include emotional context in their AI queries, while 21% now use eight or more words in AI searches, signalling a shift to conversational, nuanced interactions.

Consumers call out ‘AI slop’ in brand marketing

However, as shoppers increasingly adopt AI, both within their shopping journeys and their everyday lives, they are becoming more aware of where, when and how AI us being used, says the Klaviyo poll.

This rising scrutiny saw 76% notice low-quality ‘AI slop’ being used by retailers over the last 6 months – with 50% recognising AI content on social media and 32% spotting it in online adverts.

This presents a challenge for marketers, who must balance AI with authenticity to maintain consumer trust, as Jamie Domenici, CMO of Klaviyo, explained:

“AI isn’t just changing how brands operate, it’s also reshaping how consumers discover and evaluate brands. AI trust now influences strategy.”

Trust & authenticity influence AI strategy

“The opportunity isn’t simply to adopt AI,” Domenici continued. “Brands must calibrate how they use it based on their customers’ trust levels and expectations. Consumers want the brands they love to reinforce their trust in this technology instead of breaking it.”

Tolerance for poorly executed AI content also remains low among UK shoppers.

While 45% say they can confidently distinguish AI-generated content from human-created content, 20% feel uncomfortable when AI gives inaccurate responses and 21% are less likely to open poorly personalised brand messages generated by AI.