AI agents are transforming shopping habits across the UK and Ireland

The survey of over 2,000 participants highlights that 86% of consumers are either current users or open to adopting AI agents for shopping tasks. These digital assistants act as centralized hubs, allowing users to compare brands, hunt for the lowest prices, and locate specific items across multiple categories simultaneously. Electronics, home appliances, and groceries currently lead this adoption trend.

Melissa Minkow, Global Director of Retail Strategy and Insights at CI&T, notes that the traditional linear path of discovery, research, and purchase has inverted into a research-led model. While these agents do not render retailer websites obsolete, they are increasingly serving as the initial point of contact. To maintain relevance, retailers must prioritize discoverability within large language models while simultaneously crafting unique, high-value experiences on their own platforms that third-party agents cannot replicate.