AI will change the journey before it changes the transaction.
AI is already influencing the path to purchase through research, comparison, recommendations and decision support. But customers are not yet ready to hand over full control of the transaction.
46%
of UK consumers have already used AI tools to research products or compare shopping options.
Openness to AI
56%
are open to using AI for everyday activities including shopping.
Openness to AI
68%
among Millennials
61%
among Gen Z
69%
among current BNPL users
AI is most used before the transaction.
AI’s role is strongest in the earlier stages of the shopping journey. Consumers are more open to using AI for finding deals, researching products, checking reviews and discovering brands than they are to letting AI complete purchases on their behalf.
Purchase type
30%
Finding the best price or deal.
27%
Researching and comparing products.
25%
Checking reviews.
9%
Completing purchases on their behalf.
62%
Find the best prices or deals.
62%
Research and compare products.
60%
Check reviews or ratings.
57%
Discover new products or brands.
37%
Help complete purchases.
The trust threshold.
Customers may accept AI as an assistant, but many still want final authority when money changes hands.
34
%
want to review every AI-assisted purchase before it goes through.
3
%
are comfortable allowing AI to complete purchases without review.
79
%
worry about AI making purchases they did not intend or approve.
72
%
would feel more comfortable if they could limit or turn off AI spending at any time.
AI-assisted shopping is not just a youth story.
Younger customers lead AI adoption, but AI-assisted research is already relevant across a broad working-age customer base.
Shopper type
Used AI to research
Likely to use (1–2 yrs)
Gen Z
54%
46%
Millennials
59%
48%
Gen X
49%
43%
Boomers
28%
18%
54
%
have used AI to research or compare shopping options.
46
%
are likely to use AI to help complete purchases in the next one to two years.
Gen Z customers are already using AI as part of discovery and comparison. For this group, AI can shape the journey before they reach checkout.
59
%
have used AI to research or compare shopping options.
48
%
are likely to use AI to help complete purchases in the next one to two years.
Millennials lead current AI-assisted shopping research. They are a key audience for merchants preparing for AI-supported discovery, comparison and decision-making.
49
%
have used AI to research or compare shopping options.
43
%
are likely to use AI to help complete purchases in the next one to two years.
Gen X shows that AI-assisted shopping is already relevant beyond younger shoppers. Nearly half have used AI to research or compare shopping options.
28
%
have used AI to research or compare shopping options.
18
%
are likely to use AI to help complete purchases in the next one to two years.
Boomers are less likely to use AI in shopping, but their behaviour helps show where trust, familiarity and simplicity still matter most.
Gen Alpha points to the next shift.
Parents of Gen Alpha are already seeing how the next generation may reshape shopping and purchasing: more influence at home, more comfort with AI and a move towards mobile-first payment habits.
68
%
say their children influence the products and brands they buy.
56
%
say their children are more comfortable using AI or digital shopping tools than they are.
66
%
expect their children to use AI to compare products, prices and brands.
70
%
expect their children to rely less on traditional payment methods as consumers.
Merchant takeaway
Optimise now for AI-assisted discovery: clear product information, easy comparison, transparent pricing, visible reviews and trusted payment options at checkout.
Building confidence in the age of agentic commerce.
“We know AI is here, and we know it’s going to grow in e-commerce. For businesses, the priority now is to build the relationship with the consumer: build trust, build loyalty, and make sure that when the unknown or unanticipated happens, that core relationship is still there.”
— Rich Bayer, CEO, Clearpay
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DOWNLOAD the report
GET THE New Rules of Checkout
DOWNLOAD the report
GET THE New Rules of Checkout
DOWNLOAD the report
GET THE New Rules of Checkout
DOWNLOAD the report
GET THE New Rules of Checkout
DOWNLOAD the report
GET THE New Rules of Checkout
Get The New Rules of Checkout.
Download the full Clearpay report to explore the insights behind The New Rules of Checkout and what it means for loyalty, payment choice and AI-assisted commerce.
Methodology
Morning Consult conducted the Afterpay/Clearpay “New Rules of Checkout” Survey between June 15-25, 2026 among 4,004 UK adults aged 18 and over. Interviews were conducted online, and the data were weighted to approximate a nationally representative sample based on age, gender, education, and region. The overall margin of error is ±2%.
All referenced brand statistics provided by brands.
