While over half of UK enterprise retailers are prepared to use automation within delivery, consumers aren’t yet ready to hand over control, says a new report from delivery management platform, Scurri.

Its report, which surveyed over 1,000 UK consumers and 150 UK enterprise retailers, showed that 58% of brands would use an automated AI system to manage delivery strategy and carrier operations.

However, only 37% of shoppers say they are comfortable with AI making decisions which affect their deliveries, highlighting a potential trust gap as retailers accelerate their adoption of AI.

Yet, the research suggests that consumers are not rejecting AI altogether, with six in ten saying they would use an AI agent to automatically resolve delivery problems. Instead, their willingness to use AI aligns with remaining informed, retaining control and being able to reach a human when necessary.

Almost nine in ten (88%) of consumers believe they should always have the option to speak to a human, while 85% expect retailers to make it clear when they are interacting with AI.

Shoppers would also feel more comfortable allowing an AI agent to act on their behalf if they could switch to a human at any point (34%), the AI always sought permission before acting (33%), or they could immediately override its decision (29%).

Acceptance also rises when AI is given a clearly defined and practical role, with 64% of customers happy for an AI agent to track a delivery, while 51% would be comfortable allowing it to resolve a late or failed delivery.

“There is a dividing line between AI that removes friction and AI that removes control,” said Rory O’Connor, Founder & CEO of Scurri. “Consumers are willing to let AI track parcels and resolve straightforward delivery problems because these are clearly defined tasks with an obvious benefit.”

“Resistance grows when AI begins making decisions without permission, explanation or an accessible route to a human being. Retailers therefore need to be careful not to confuse their operational readiness with customer readiness.”

The disconnect is also evident in where each group sees AI adding value.

Retailers’ leading applications are largely operational, while consumers prioritise visible improvements to their own experience, particularly real-time tracking, faster refunds, accurate delivery dates and earlier notification when something goes wrong.

Equally, retailers expect AI to make its greatest operational contribution by automating order allocation to final mile carriers, cited by 34%, predicting and preventing failed deliveries and managing technical integrations, both cited by 33%, and monitoring delivery problems and carrier performance (31%).

These applications could enable retailers to process large volumes of delivery data, identify emerging problems and select the most appropriate carrier or service more quickly than manual systems.

But Scurri warns that the customer facing consequences of those decisions must remain visible and reversible.

O’Connor added: “The most effective use of AI in delivery will combine automation behind the scenes with transparency and choice at the customer interface.”