A new report by CI&T reveals that while over 60% of UK consumers are already using artificial intelligence to assist with their shopping decisions, most remain unimpressed by how retailers are implementing the technology. According to the CI&T Retail Tech Reality Check, 61% of UK shoppers leverage AI tools during their purchasing journey—whether through personalized recommendations, chatbots, or price comparison platforms. Despite this widespread adoption, a striking 68% of consumers cannot recall a single standout AI-powered shopping experience. The findings highlight a growing disconnect between consumer expectations and retail execution. While AI adoption is on the rise, many retailers are failing to deliver meaningful or memorable interactions. The report suggests that consumers are using AI not because they trust current implementations, but because they see tangible benefits—such as faster searches, better deals, or tailored suggestions—even if the overall experience lacks consistency or innovation. The data also shows that younger demographics are more likely to use AI for shopping, with over 70% of consumers aged 18 to 34 engaging with AI tools regularly. However, even among this tech-savvy group, satisfaction remains low, with many expressing frustration over irrelevant recommendations, poor chatbot performance, and a lack of transparency in how AI-driven decisions are made. CI&T’s report underscores a critical opportunity for UK retailers: to move beyond basic AI integration and focus on building trustworthy, seamless, and personalized experiences. The research suggests that consumers are not just looking for AI—they want it to work well, ethically, and in ways that genuinely enhance their shopping journey. Retailers that invest in smarter, more human-centered AI strategies may gain a competitive edge, but those that continue to treat AI as a checkbox initiative risk losing consumer confidence and loyalty.