The research found that one in four consumers asked AI for product recommendations, with 15% of consumers claiming that if AI did not suggest a brand when prompted, they would assume it was not for them.

Kantar said that UK consumers were split into four camps, with 41% deemed to be excited by AI’s possibilities.

The other groups included 19% who felt overwhelmed by AI but not negative about the technology, 27% who did not trust AI but were willing to experiment, and 13% who are purposefully trying not to engage with AI.

Consumers are most likely to use AI for travel and tourism purchases, ahead of sectors like grocery, fashion and telecommunications, with 43% already using it to find out more about what’s on offer, for price comparisons and for customer service enquiries.

The findings are based on Kantar’s AI barometer, which is a survey of more than 2,000 respondents from a UK nationally representative panel carried out between 13th and 19th January 2026.   

Steve Dell, brand consultant at Kantar, said: “It’s clear that AI is already rewiring the shopper journey and businesses need to adapt fast to keep up. 

“However, one size certainly doesn’t fit all and teams should be consumer, not capability led – doing what’s right for the brand and its audience and meeting them where they’re at, rather than forcing the latest tech on people just because it’s there.”