The research, from a report called Retail Media and which is based on an online survey of 2,000 US shoppers and 1,000 in the UK, found that seven in 10 shoppers were likely to trust personalised advertising, compared with a quarter for generic adverts.

Dunnhumby said that 91% of respondents were comfortable with transactional data being captured, assuming that more relevant and personalised retail media and advertising were the result.

In addition, 59% of 18 to 54-year-olds stated they were more likely to buy from retailers that used personalised retail media advertisements.

However, 48% of respondents said that automated retail processes such as agentic commerce were ‘intrusive’.

The research also said that two-thirds of shoppers gravitated to familiar products while shopping, and that technologies they were open to included personalised pricing ( 64%), in-store screens with product suggestions ( 56%) and tailored health suggestions ( 54%).

Michael Schuh, head of retail media at Dunnhumby, said: “Retail media is transforming at an extraordinary pace, but the shopper perspective is often missing.

“Today’s world is filled with marketing messages, so it’s vital retailers and brands break through the noise with deep shopper loyalty and quality engagements.”