AI is becoming a more visible part of fashion shopping in the UK. ASOS launched virtual try-on tools and an AI stylist in ChatGPT this year, while John Lewis is investing in ways for shoppers to discover and buy products through platforms such as ChatGPT and Google Gemini.
As retailers experiment with AI, how willing are consumers to use it – and what does this mean for brands’ AI plans?
Almost three in ten UK adults (29%) say they use AI when shopping for fashion, rising to 42% among Gen Z. But perhaps the more useful question for brands: how are consumers using it?
What are UK shoppers willing to use AI for in retail?
Size and fit recommendations are among the most used features (22%), followed by personalised recommendations, product comparison assistants and outfit suggestions (20% each). Fewer have used chatbots (17%) or virtual try-ons (12%).
Would shoppers consider using AI instead of browsing retailer websites?
Around one in five UK adults (21%) would be likely to use an AI tool to recommend complete outfits for specific events instead of browsing retailer websites, rising to 34% among Gen Z and 26% among Millennials.
AI-led outfit discovery is not yet mainstream, but a considerable share of younger consumers are willing to use it.
Could AI-suggested outfits change what people buy?
While 23% say these tools would not change their shopping habits, a sizeable minority say they could – either by buying fewer unnecessary items (16%) or by purchasing additional items to complete outfits (7%).
Women are significantly more likely than men to say they would buy fewer unnecessary items (20% vs 12%). Gen Z are split: 15% would buy more, while 16% would buy less.
Who is most open to AI-assisted fashion discovery?
Nearly half of Gen Z (47%) would be likely to use AI to find links to clothes from social media screenshots, falling to 37% of Millennials, 22% of Gen X and 11% of Baby Boomers.
Similarly, two in five Gen Z (40%) would be likely to use AI that learns their style preferences and recommends tailored brands, products and outfits. Gen Z’s attitudes could have an outsized influence on how fashion shopping evolves.
Would consumers buy cheaper options or dupes based on AI recommendations?
If AI recommended more affordable alternatives to products they already own or like, around three in ten UK adults (29%) would consider switching to the suggested brand and 6% would definitely switch. A further 7% would consider buying from both, while 29% would stick with their original choice.
Loyalty appears stronger among older consumers: over a third of Boomers (36%) would stick with their preferred brand. By contrast, 44% of Gen Z and 44% of Millennials would consider switching or definitely switch.
AI recommendations could therefore reshape brand consideration, particularly among younger shoppers.
Will AI-found discounts affect how some shoppers buy?
Asked to imagine that AI could always find the best available discount code before checkout, almost a third of UK adults (32%) say they would spend about the same as usual.
But some say it would change what they buy: 12% would buy more items in a single purchase and 12% would buy items they would not otherwise have purchased, while nearly one in five (19%) would delay purchases until necessary.
Gen Z are more likely than Baby Boomers to say they would buy products they otherwise would not have purchased (17% vs 7%).
What are consumers concerned about when using AI for fashion shopping?
Overall, 18% of UK consumers say they would be likely to use AI when shopping for fashion over the next 12 months, rising to 22% among Millennials and 31% among Gen Z.
Concerns differ by generation. Older consumers are more focused on privacy and how much information AI collects, while younger consumers worry more about losing their individual style or control over purchasing decisions.
For fashion retailers, the opportunities are clear, but consumer concerns are also present. Interest is clear when AI solves a recognisable problem – finding cheaper alternatives or dupes, locating an item or size & fit recommendations – while privacy, transparency and data collection remain friction points.
Methodology: The data is based on a YouGov survey of 2,020 UK adults. Questions about interest in and likelihood of using specific AI functions were asked among the overall UK population. The question about AI features previously used when browsing fashion items was asked among people who use AI at least occasionally (unweighted n=579). Percentages in the article are rounded to the nearest whole number.
