Black Friday Sees Surge in AI-Assisted Shopping in UK

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Bank balances have decreased, but the use of AI for shopping has increased.

AI-powered shopping is set for a major breakthrough this Black Friday (Nov, 28), according to new UK research from payments consultancy PSE Consulting.

The study reveals that AI-driven purchasing assistance is shifting from a niche curiosity to a mainstream behaviour among British consumers.

Chris Jones, Managing Director at PSE Consulting, says, “Systems designed for human-paced transactions are now under pressure to support high-frequency, autonomous agent-initiated flows. This has major implications for fintechs, merchants, and payment processors, especially around real-time authorisations, fraud detection, and liability management.”

Nearly half of UK adults surveyed (49%) now use AI tools regularly, whether for information, recommendations, or ...