AI for chores not for hearts consumers draw the line on personal purchases

Consumers are increasingly embracing artificial intelligence (AI) in their purchasing decisions, with a significant portion now comfortable allowing agentic AI to manage everyday, "boring" purchases. A global study by Checkout.com, 'Peak Season '25: The debut of agentic commerce?', reveals that 40% of consumers are happy to delegate tasks like buying groceries, household goods, or even paying phone bills to AI. On average, those willing to use AI for transactions would do so up to a value of approximately £200, indicating an emerging "trust threshold" for agentic commerce.

This growing comfort builds on existing habits, as many Britons already leverage AI for shopping inspiration. For instance, 42% have used AI to generate gift ideas for a partner, and 20% have even turned to AI to draft birthday card messages. These figures suggest a foundational level of trust and utility in AI as a shopping assistant.

However, this willingness doesn't extend to all purchasing scenarios. While consumers appreciate AI for inspiration, they are less inclined to grant full transactional control for more personal items. Forty percent of respondents expressed that allowing agentic AI to handle gifting feels "too impersonal" for special occasions. This sentiment highlights a desire for AI to function as a supportive helper rather than a complete substitute for moments that require personal choice and care.

The study also points to a clear generational divide in AI adoption. Jenny Hadlow, COO at Checkout.com, noted a "generational shift already underway," with a remarkable 70% of 25-34 year-olds expressing comfort with AI agents managing transactions. Within this younger demographic, nearly half (49%) are already using AI to assist with various shopping decisions, from uncovering deals to comparing product reviews.

Despite the growing enthusiasm, significant barriers remain, particularly around security and trust. Fraud and data misuse are primary concerns, with four in 10 (40%) shoppers worrying about these risks if autonomous agents are spending on their behalf. To increase adoption, many consumers stated their willingness would depend on stronger protections, such as guaranteed security (31%) and easier refunds and returns (30%). This underscores that in the wake of recent high-profile data breaches, trust will be the ultimate determinant of widespread AI adoption in commerce.

Rory O’Neill, CMO at Checkout.com, summarized the consumer stance: "Consumers are drawing a clear boundary: they want agentic AI to take away the friction of everyday purchases, but still make the choices that matter most to them." For merchants developing agentic commerce strategies, he emphasized that ensuring shoppers continue to enjoy the experience will be crucial. The key to success lies not in a one-size-fits-all approach, but in strategies that effectively blend automation with the essential human touch that keeps commerce personal and meaningful.