UK shoppers back personalisation but resist AI data

Braze has published research showing that 43% of UK shoppers are unwilling to share certain personal data with brands, even though 70% still want companies to understand their shopping preferences.

The findings come from a survey of 2,000 UK consumers and are part of a wider study covering five countries. Among those markets, the UK was identified as the most resistant to using artificial intelligence in shopping.

The results highlight a tension between consumers' desire for more tailored shopping experiences and their reluctance to share the information often used to deliver them. According to the study, 43% of UK shoppers would not share real-time browsing data or AI chat history, even if it could lead to more personalised offers.

At the same time, personalisation remains important for a large majority of consumers. Seven in 10 respondents said it matters that brands understand their preferences, particularly during major retail periods such as Black Friday and Cyber Monday.

AI resistance

The research also found mixed views on the use of AI in shopping. While 35% of UK shoppers said they are likely to use AI to find deals or discover new products, a larger share, 43%, said they are unlikely to use such tools at all.

Concerns also extend to physical retail settings. The survey found that 30% of respondents are cautious about AI replacing in-store staff, while 16% said they prefer human interaction and are concerned about AI. A further 13% said AI taking over staff roles would ruin their shopping experience.

This suggests resistance is not limited to data sharing, but also extends to the wider role of automation in customer service and product discovery. For retailers and consumer brands, it underlines the challenge of introducing new technology without weakening trust or disrupting established buying habits.

The UK stood out in the international comparison included in the study, with British consumers the most resistant to using AI among respondents in France, Germany, Spain, the UK and the US.

Trust gap

The figures highlight a broader trust gap for brands seeking to deepen customer relationships through digital tools. Retailers have invested heavily in systems that can tailor promotions, recommendations and messaging, but those efforts depend on shoppers being willing to provide consented data.

Consumers appear most reluctant to share data generated beyond direct transactions, including browsing behaviour and AI chat activity. That may leave companies with a narrower pool of signals to work with, even as expectations for relevance and convenience remain high.

For brands, this places more emphasis on first-party data gathered directly through interactions such as purchases, loyalty schemes and app use. It also raises questions about how clearly companies explain data use to customers and whether the value exchange is persuasive enough to overcome privacy concerns.

OnePoll conducted the UK survey among adult consumers during the spring as part of a global poll of 7,000 respondents. The wider study explored consumer attitudes to seasonal shopping across the five markets.

Commenting on the findings, Braze pointed to growing consumer caution over how personal digital behaviour is used.

"British shoppers want brands to understand their preferences, but they are increasingly locking down their personal browsing and AI search histories," said Nico Berliner, GM UK, Braze.

"This data standoff means the open-web blind spot is growing, making a brand's first-party data its most valuable asset. It is more important than ever for companies to make the most of the direct, consented data they already have, so they can deliver smooth experiences across channels and build consumer trust," Berliner said.