As Brits prepare to hunt down Black Friday deals, new research from Worldpay®, a global leader in payment technology, shows that many are ready to let AI do the legwork. From finding the lowest prices to picking products that match your style, smart shopping agents could soon be helping us spend billions online – and it’s happening faster than you think.

AI shopping assistants might still be new, but Brits are already warming to the idea according to the findings in the recent survey. Almost one in three (31%) UK shoppers say they would be happy to have an agent browse on their behalf – and that jumps to nearly half (45%) among younger shoppers aged 18 to 34. Fast forward to 2030, and shoppers expect around 7% of their total online purchases to be made this way, meaning AI agents could be behind as much as £29 billion of online spending.

Commenting on the findings, Nabil Manji, Head of FinTech Growth and Financial Partnerships at Worldpay, said:

“AI shopping assistants are more than a tech trend — they’re changing how we discover and buy the things we love. But shoppers still want to maintain control. As this shift accelerates, retailers need to be ready to meet shoppers where they are — with trusted, flexible experiences that feel simple, secure and tailored to what consumers actually want.”

Whether it’s Black Friday or just a regular online shop, Brits are keen to get the best bang for their buck – and many are ready to let AI lend a hand. According to Worldpay, more than six in ten Brits (61%) say they would want an AI assistant that helps balance and quality, while 60% said they would rely on an AI agent to hunt down the lowest prices. Nearly half (43%) say they’d like their AI to tailor picks to their personal tastes – becoming their own digital personal shopper.

But it’s not just about savings – many shoppers want their AI to reflect their values too. A third (32%) say they’d like their digital assistant to favour trusted brands, while others want it to look for loyalty rewards (31%) or choose products that are ethically or sustainably sourced (23%).

That said, most Brits aren’t ready to hand over full control of their purchases to AI just yet.

• To feel comfortable, 60% want to review every purchase before it goes through.
• Additionally, 58% say they’d like the option to cancel a purchase within 24 hours.
• Only 6% would trust an AI to buy automatically without checking in first, indicating that people still want the final say before money leaves their account.

To make shopping feel safer, consumers are looking for specific guardrails:

• Over half (54%) say fraud protection is essential.
• 46% want the ability to set spending limits.
• 44% say it’s important to speak to a real person if something goes wrong.

As this new way of shopping takes shape, Worldpay is committed to make it safer, simpler and built around trust. That means helping retailers offer experiences where shoppers stay in control, AI agents act with transparency, and fraud risks are kept in check. Worldpay is developing the technology that will connect retailers with trusted AI platforms — so consumers can embrace this new era of shopping with confidence.