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A YouGov survey commissioned by logistics group Paxon found that 62% of UK online shoppers had never used AI product recommendations, and only 3% of respondents frequently used AI shopping assistants. The findings point to a gap between emerging shopping technologies and current consumer habits, even as retailers face pressure to prepare fulfilment operations for changing demand and delivery expectations.
Most UK online shoppers have yet to use AI product recommendations, according to YouGov research of more than 2,000 adults aged 18 and over commissioned by logistics group Paxon. The findings suggest AI-led shopping has not yet become a routine consumer behaviour, while retailers may need flexible fulfilment systems if new buying channels or faster delivery expectations grow.
The survey found that 62% of online shoppers had never used AI product recommendations. A further 21% said they had seen products suggested by AI tools but had not bought them, while 43% said they had never been recommended a product by AI. The report does not specify how respondents defined or encountered AI recommendations.
Only 3% of all respondents said they frequently used AI shopping assistants. One in 10 online consumers said they were likely to use AI to make online purchases in the next 12 months. Paxon said assistants could help shoppers discover products or confirm choices they had already planned to make; those potential uses are not evidence that adoption has already risen.
The research also covered other shopping channels and technologies. Thirty percent of respondents said drones could make waiting more than 24 hours for an online order unacceptable. Just 16% of online shoppers said they would be likely to use smart glasses for shopping, compared with 37% of those aged 18 to 24. Meanwhile, 64% had never watched a live-shopping stream, and 30% said social media content and recommendations did not encourage them to buy products they were not already seeking.
Fulfilment Faces Shifting Expectations
The findings matter to retailers because shopping demand may be spread across a wider mix of websites, marketplaces, social platforms and AI tools. If customers move between those channels, retailers must keep stock information and order processing aligned so products shown as available can be delivered.
Paxon’s chief executive argued that the operational challenge is not limited to AI. If more shoppers expect rapid delivery, or increasingly buy through marketplaces, retailers may need to adjust inventory placement and fulfilment capacity. These are possible pressures identified by the company, not measured outcomes of the survey.
The results also temper claims that new interfaces have already transformed shopping. Low reported use of AI assistants and smart glasses indicates that retailers face uncertainty about which technologies will gain broad adoption, and how quickly consumer habits may change.
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A Survey Across Emerging Channels
The research was commissioned by Paxon as it rebrands and brings together logistics businesses Radial, Staci, Active Ants and Base Logistics. Cosmetics Business reported the results. The provided report describes the research as online YouGov polling of more than 2,000 UK adults aged 18 and over, but does not give the fieldwork dates or a full methodology.
Alongside AI, the survey points to mixed signals for other retail channels. Three in 10 respondents said they were more likely to shop through marketplaces over the next 12 months rather than a retailer’s or brand’s own website. Among people who shop through live streams, 52% cited fear of missing out and limited-time offers as major reasons to buy. These figures describe stated preferences and motivations, not confirmed future purchasing behaviour.
Social media influence also varied: 31% said they were rarely influenced by it, while 17% said they might occasionally buy new products discovered through social channels. The report references examples of brands generating strong sales through live shopping, but the survey figures themselves do not establish how much such streams contribute to overall retail sales.
“AI shopping is still pretty new, but it’s not going away. If it makes it quicker and easier for people to buy, demand is going to become harder to predict.”
— Wayne Chapman, Paxon’s UK chief executive
Adoption and Delivery Timelines
The survey measures what respondents said they had done or might do; it does not establish whether AI shopping use is increasing over time. The report does not provide the survey fieldwork dates, detailed question wording, or a breakdown of how often different AI tools were encountered.
It is also unclear whether stated interest in AI purchases, smart glasses or marketplaces will lead to actual use. The 30% figure on drone delivery records respondents’ views about a 24-hour wait, not evidence that drone services are widely available or that delivery standards have already changed. The research does not quantify any resulting changes to retailer costs, stock levels or fulfilment performance.
Retailers Watch Consumer Uptake
The next indicators will be whether consumers begin using AI assistants and other shopping tools more often, and whether stated interest in marketplaces translates into purchasing. Retailers will also be watching whether expectations around delivery speed change as new fulfilment options develop.
Paxon’s Chapman said retailers need to understand shifts in how customers buy and be able to respond without adding unnecessary cost and complexity. The survey does not set out a specific timetable or forecast for adoption, so the scale and pace of any supply-chain changes remain open.
Key Questions
How many UK online shoppers had used AI product recommendations?
The survey found 62% had never used AI product recommendations. Separately, 3% of all respondents said they frequently used AI shopping assistants.
How many respondents expect to use AI to shop soon?
One in 10 online consumers said they were likely to use AI to make online purchases in the next 12 months. This is stated likelihood, not confirmed future use.
What did the survey find about delivery expectations?
Three in 10 respondents thought drone delivery could make waiting more than 24 hours for an online order unacceptable. The figure records views, not an observed change in delivery behaviour.
Are shoppers ready to use smart glasses for purchases?
The survey found 16% of online shoppers were likely to use smart glasses for shopping. The share was higher among people aged 18 to 24, at 37%.
Why does Paxon say supply chains need to adapt?
Paxon argues that buying through different channels and expectations of faster delivery could make demand harder to predict. Its chief executive says retailers need fulfilment operations that can respond while managing cost and complexity.
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