AI is set to redefine how Brits shop

The promised AI revolution in shopping is starting to materialise, with shoppers increasingly trusting agents for personal recommendations ahead of the festive season.

Traffic to retail sites from AI tools is expected to surge fivefold year-over-year, with particular boosts on Cyber Monday and Black Friday, according to Adobe.

“Traditional models of how consumers react with the web are going out the window,” Max Sinclair, Azoma CEO, said.

“Intelligent assistants begin to handle browsing, recommendations and purchasing on behalf of users.”

PayPal launched agentic commerce with ChatGPT, Perplexity, Gemini, and several technology partners last month, while OpenAI launched its ‘Buy it in ChatGPT’ trial in the US in September.

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