Almost Half of UK Adults Already Rely on AI Tools in Daily Life, New Research Finds

New figures from PSE Consulting suggest that artificial intelligence is becoming a routine part of life for many people across the United Kingdom. The study found that almost half of adults use AI in some form on a regular basis, and more than a fifth expect to use it to help with Black Friday and Christmas shopping this year. The highest levels of interest are found among people aged between eighteen and thirty four, many of whom live in large cities and earn above the national average.

The consultancy also discovered that most people who plan to use AI for seasonal shopping are prepared to let the technology go further than simply offering suggestions. Eighty five percent said they would trust an AI system to place orders and make payments on their behalf. PSE Consulting described this as a sign that many shoppers are becoming comfortable with the idea of an AI tool managing both the search process and the final purchase.

Despite this enthusiasm, the research shows that significant reservations remain. Privacy is one of the most common worries, with nearly half of respondents concerned about how their personal data might be used. Many also fear fraud or mistakes. Forty six percent said they were worried about being targeted by scams and forty one percent said they were uneasy about the idea of an AI agent choosing the wrong product. Only a small minority said they had no concerns at all. According to PSE Consulting, these doubts are slowing the wider acceptance of what it calls agentic AI.

A clear age gap appears in the findings. Younger adults are far more willing to use AI tools during Black Friday, while older shoppers show much lower levels of interest. More than half of those aged fifty five and above never use AI in everyday life and the vast majority do not plan to try it during the festive period.

How Companies See Agentic Shopping Evolving

Research from McKinsey suggests that this shift toward agent led shopping could profoundly reshape retail in the coming years. McKinsey uses the term agentic commerce to describe situations where an AI system takes action on a shopper’s behalf. These systems can search for products, compare prices, and complete purchases without the buyer needing to manage each step. McKinsey says this represents a fundamental change in how people obtain goods online.

According to the firm, many people have already grown used to AI tools that provide quick answers and help with online searches. Its research indicates that half of the people who have tried AI based search now choose it as their main method of browsing the internet. McKinsey points out that this shift has happened far faster than earlier changes in retail because so many consumers are already comfortable shopping and managing their lives online.

The company also predicts that the design of online shops may change. Instead of clicking through lengthy menus or comparing numerous sites, a shopper might simply describe what they want and allow their AI agent to find it. The agent could then communicate with other agents that handle stock availability, checkout processes, and shipping arrangements. In this scenario, the user deals mostly with their own AI assistant rather than navigating individual websites.

McKinsey estimates that the United States retail sector alone could generate up to one trillion dollars in what it calls orchestrated revenue through agent led commerce by the end of the decade. Globally, that figure could reach between three trillion and five trillion dollars. These estimates relate only to goods, not services. McKinsey warns that companies which delay adopting these technologies may struggle to stay competitive.

Some businesses have already begun preparing for this shift. Several large retailers and payment providers are working on ways to support automated agent traffic. McKinsey points to developments by OpenAI in partnership with Stripe, as well as new shopping features being rolled out by Shopify, Amazon, and major payment brands.

What AI Might Mean for Black Friday Shopping

The findings from PSE Consulting show that people are already turning to AI to help them choose deals. The consultancy says more than a fifth of adults plan to use AI this season, but doubts about safety and accuracy mean the technology still needs to prove it can make the right decisions.

McKinsey believes that retailers will need to consider how their systems can allow AI agents to handle orders directly. It adds that this shift could happen quickly because the underlying websites and apps are already in place. Both PSE Consulting and McKinsey argue that the early stage we see today is only the beginning of a new style of online shopping. As confidence grows, people may increasingly rely on their AI agents to manage more of the work for them during major shopping events and the holiday season.

Chris Jones, Managing Director at PSE Consulting, said the pace of change has been remarkable. He noted that AI has moved from being seen as a novelty to becoming a central part of how some shoppers make decisions. He said that AI is beginning to play an active role in the payment process and that systems originally designed for slower, human led transactions now face pressure to support rapid, autonomous ordering. This, he explained, has significant consequences for financial technology companies, retailers, and payment processors, especially in areas such as real time checks, fraud prevention, and responsibility for mistakes.

Mr Jones added that a growing divide in confidence is shaping shopping habits. Early adopters are already using AI every day to track down offers and choose gifts, while others prefer to wait and watch. He said that businesses hoping to remain competitive will need to think again about how they interact with customers, whether by introducing built in AI tools, offering personalised digital assistants, or changing how they present products so that they appeal to both enthusiastic users and those who remain cautious.