British shoppers wary of AI as Morrisons trials smart trolleys

The findings from e-commerce platform Omnisend indicate that apprehension extends beyond simple novelty. Roughly 29% of the 1,086 survey participants fear that AI integration will hasten high street job losses, while 27% report feeling actively tracked during their shopping trips. These concerns are compounded by a broader belief that existing loyalty schemes, such as those run by Tesco and Sainsbury’s, already monitor personal spending habits too closely.

Despite this resistance, adoption of self-service technology remains high. Over half of respondents have utilized scan-as-you-shop devices, primarily to expedite the checkout process or manage household budgets. However, experts warn that familiarity with handheld scanners does not equate to an acceptance of more advanced AI. Retailers face the challenge of clearly articulating how these tools function and what specific data they collect. Without transparent communication, the potential for personalized recommendations risks backfiring, as shoppers may prioritize cost-control over the convenience of automated suggestions.