Majority of Britons use AI but few shop with it

A study from the Deloitte report "Digital Consumer Trends 2026" indicates that 63% of residents in the United Kingdom have used generative AI applications, marking a 17 percentage point increase from the previous year, with 10% using them daily. Users primarily focus on AI in health-related fields, with 26% seeking health advice and 20% nutritional guidance. Conversely, trust remains lower in marketing applications, where only 14% rely on AI for generating shopping ideas. The report highlights the phenomenon of "algorithm aversion," which leads to decreased confidence following errors, especially in shopping, whereas trust remains higher in health, due to longer periods of evaluating responses. The belief in AI's reliability when offering health advice stands at 38%, despite the ongoing risk of errors, posing a threat to full reliance on it. Additionally, resistance to using AI in healthcare has decreased since 2019, particularly when it involves personalized responses and supporting human decision-making, thereby increasing trust levels.

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