UK ecommerce retailers will widen their AI adoption roadmap to include solutions that improve and streamline post-purchase experience in 2025, according to research of more than 50 UK retailers conducted in partnership by Scurri, the next-generation delivery management and post-purchase experience software provider, and IMRG, the UK’s Ecommerce Association.
As UK retailers’ AI adoption becomes increasingly ubiquitous, use cases of automation within retail operations continue to expand at pace to reflect both consumer demands for AI in shopping journeys as well as the need to drive operational efficiencies within businesses. In 2024, the top AI technologies utilised by UK online retailers included: Gen AI for translations and copy writing – 57%; AI trained and powered customer service chat bots – 43%; gen AI for marketing content – 33%; AI informed product search – 31%; and AI for cleaning and enriching product data – 25%.
In 2025, a third (33%) of UK retailers polled said they would expand AI use roadmaps to enhance customers’ post-purchase experience in response to the rising issue of ‘where is my order’ (WISMO) enquiries. WISMOs are now the number one question online retailers are asked by customers post-purchase, creating a CX-draining bugbear for shoppers as well as time-intensive operational burden on retailers’ customer service and contact-centre teams.
| Current AI adoption by UK online retailers in 2024 | Planned AI adoption by UK online retailers in 2025 |
| 1. Gen AI for translations and copy writing – 57% | 1. AI to support marketing– 75% |
| 2. AI trained and powered customer service chat bots – 43% | 2. AI delivered customer service – 68% |
| 3. Gen AI for marketing content – 33% | 3. AI powered product information management – 42% |
| 4. AI informed product search – 31% | 4. AI enhanced post-purchase experience – 33% |
| 5. AI for cleaning and enriching product data – 25% | 5. AI powered replenishment – 9% |
This change reflects an increasing consumer demand for ‘always on’ post-purchase communications. Scurri research reveals 73% of UK consumers want an instantaneous response to their WISMO queries rather than having to wait for a call back or email, while a further 80% want customer services teams to have access to courier and delivery data so they can provide accurate order status updates. Six in ten (58%) of shoppers would be happy to interact with an AI-powered digital assistant if it meant getting a quicker response to WISMO enquiries.
The top five factors driving UK retailers’ adoption of AI were business efficiency (62%), competitive advantage (43%), the need for quality customer service and marketing efficiency (both 38%) and order accuracy (29%).
As UK ecommerce brands and retailers compete for share of wallet, customer experience – both pre-and post-purchase – is increasingly the defining factor in driving repeat purchase and customer loyalty. But this is often costly and resource intensive.
By integrating AI-powered post-purchase solutions into customer service platforms, alongside the utilisation of carrier data, online retailers and brands can answer the great majority of WISMO queries effectively, reducing the involvement of customer service teams while providing the timely and accurate responses needed to keep customers informed and happy.
– Rory O’Connor, founder & CEO, Scurri
