The nationwide study of 1,046 UK shoppers revealed that AI chatbots are transforming the way people browse, compare, and make purchasing decisions. While several platforms were mentioned, from Perplexity AI to Amazon Rufus, ChatGPT emerged as the leading AI shopping assistant, with nearly four in ten (39%) preferring it. Can Brits trust an AI shopping trip? Almost a third (32%) said they would not trust AI to complete purchases on their behalf. For most people to trust AI to make purchases, it would require a major shift in habits – and that level of trust takes time to earn.