UK shoppers expect choice, speed, and purpose – and retailers need to keep up. Adyen’s 2025 UK Retail Index shows 35% of consumers now use AI to shop, up 39% from last year. More than half say it helps them discover new brands, with Gen Z leading the way and Gen X adoption rising fast.

Despite this shift, only 35% of UK retailers plan to invest in AI for sales or marketing in the next year. Many also struggle to deliver seamless shopping across channels, even as over a third of consumers now expect it.

Social media is gaining traction, but physical stores remain the top choice – driven by the need to see, try, and take products home instantly. Payments are another pressure point: 22% of businesses are targeting cost reductions to lift revenue, and slow checkouts still lead to lost sales.

Access the report to find out how UK retailers can connect every channel, use AI to inspire customers, and streamline payments – without ramping up complexity.