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SAP Engagement Cloud says 26% of UK consumers have bought a product recommended by an AI assistant, according to a survey of more than 2,000 UK shoppers. The findings point to a shift in how people discover brands.
A third of respondents said they have used AI to inform purchasing decisions, while 23% said they now trust AI recommendations more than advice from friends and family. The figures suggest AI tools are beginning to influence not just product research, but how brands reach consumers.
At the same time, traditional factors still shape whether shoppers stay with a brand after an initial purchase. Nearly two-thirds of those polled said they are more loyal to brands that make them feel personally valued, while 53% cited product quality as a main driver of loyalty.
Another finding highlighted how fragile that relationship can be: 47% of consumers said they had switched from a brand they had previously been loyal to after a poor customer experience.
Discovery and loyalty
The research draws a clear distinction between discovery and retention. AI may help consumers compare brands and narrow their choices more quickly, but the data suggests repeat business still depends on reliability, service and the post-sale experience.
Nearly seven in 10 respondents said they have a favourite brand they love and trust. That points to the continued importance of established customer relationships, even as digital tools reshape how people evaluate products at the outset.
Marketing expert Mark Ritson said the findings show that visibility through AI systems does not guarantee customer loyalty.
"AI may be very good at putting a brand on the shortlist, but marketers should not confuse visibility with loyalty. It can't compensate for a poor product, weak value or a bad customer experience. Those fundamentals still determine whether someone comes back," Ritson said.
The figures also suggest AI is becoming part of mainstream shopping behaviour in the UK. If one in three consumers are already using such tools in purchase decisions, businesses may need to consider how their products, service records and availability are represented in the information sources these systems draw on.
That matters because AI-led recommendations can compress the time consumers spend comparing options. In that environment, weaknesses in stock availability, service quality or value may become visible earlier in the buying process.
Commercial pressure
Sara Richter, chief marketing officer at SAP Engagement Cloud, said the speed of selection and rejection is increasing as AI becomes more embedded in consumer decision-making.
"AI isn't just changing how businesses sell. It's changing how businesses get chosen and how fast they can lose what they've built. Customers judge brands through the everyday moments that follow discovery: is the product actually in stock? Does the offer reflect what this customer cares about? If something goes wrong, can customer service see what has already happened and put it right? Connecting customer insight with operational data helps businesses join those moments together and act quickly when the experience falls short. Getting onto the AI shortlist is the beginning, not the prize. Loyalty is built or lost in everything that comes after," Richter said.
The survey presents AI as a growing filter in front of consumer choice rather than a replacement for the basics of customer retention. For retailers and consumer brands, that creates a dual challenge: appearing in AI-driven recommendations, then meeting expectations once the customer arrives.
While AI may be changing the mechanics of discovery, the reasons consumers stay loyal remain familiar. Product quality, trust and personal treatment are still central, and nearly half of respondents said a single poor experience was enough to drive them away.