New UK research: 94% demand total transparency on how AI uses their data – lessons Hungarian retailers

The UK tech sector is among the most advanced in Europe. It is driven by strong investment and government support. Research hubs like the Alan Turing Institute focus on practical applications of AI and data science. At the same time, national infrastructure projects, such as the rollout of 5G, have opened new opportunities across sectors, including manufacturing. These developments have improved efficiency, reduced costs, and helped position the UK as a leader in digital innovation.

This openness to digital tools is visible in consumer spaces as well. The shift toward online platforms is evident in the British casino industry, where thousands of users now prefer playing at home rather than visiting physical venues. Flexible access, secure payments, and convenience have made digital options the first choice for many.

Still, the rise of AI raises new questions. How do people in the UK actually feel about automated systems in retail, delivery, and customer service? Is it seen as helpful, or is there growing hesitation? And what lessons could Hungarian businesses take from these shifts as they shape their own digital strategies?

What the UK survey shows: Interest in AI, with limits

A recent survey of 1,000 UK consumers shows that most people see benefits in using AI for retail tasks, but also draw firm lines. Around 60% believe it improves the overall shopping process by making things faster or more convenient. But when the possibility of job losses enters the picture, opinions shift sharply: 80% say they’re uncomfortable with AI replacing human roles in stores or delivery services.

Some features stand out for their usefulness. Six in ten respondents support AI-powered delivery updates that show precisely where a parcel is at any given moment. More than half also approve of smarter systems that route orders from the closest location to speed up delivery. 

Even with this support, trust remains a concern. Less than half feel comfortable letting AI resolve delivery issues without any human input. And when something goes wrong, many still prefer direct contact; almost half say they would rather speak to a person. Control matters: 72% want to stay informed about decisions, rather than having systems act without notice.

Clear Rules on Data Use Are No Longer Optional

The survey makes one thing clear: most shoppers expect transparency around how their data is handled. 94% of those surveyed say retailers should explain what personal information AI uses and why. It’s not just a request; it’s a condition for trust.

This concern is changing how companies are expected to present their policies. Simple explanations (such as telling customers that location data is used for faster delivery and can be turned off) help build trust. Vague or overly complex statements, on the other hand, do the opposite. For many users, unclear data practices are a reason to switch providers, especially during peak shopping seasons.

Ethical AI Means Support, Not Full Automation

One of the clearest messages from the survey is that people want AI to assist, not replace, human services. According to Rory O’Connor, who leads the delivery firm behind the study, tools like instant delivery updates help reduce stress and improve repeat engagement. But customers still expect a human fallback when issues get complicated. 

Features like live tracking and smart routing are appreciated, but they don’t automatically increase brand loyalty. In other words, convenience is expected, but it’s not enough on its own. Mishandling privacy or removing personal service can quickly undo the gains made through automation.

What Hungarian Retailers Can Take from the UK Approach

Hungary’s retail sector is changing quickly, with e-commerce growing year over year. Local businesses face pressure to improve both speed and reliability. UK consumer feedback offers useful direction, especially on where AI works and where caution is needed. Delivery is one clear example. Adding real-time tracking could ease customer frustration, whether in Budapest or in smaller towns, where delays tend to cause more disruption.

Clarity around data use is another area where Hungarian companies can take the lead. With EU rules becoming stricter, now is the time to audit what data is collected, how it’s used, and whether that’s clearly explained to customers. A brief note in a mobile app or email, written in plain language, goes further than long legal pages that few people read.

Trust Will Decide How Far Digital Tools Go

Technology no longer sells itself. It needs to prove its value and do so transparently. For Hungary, this is an opportunity. Companies that build AI tools with feedback in mind, not just performance, will stand out. 

The bigger message is about balance. People are comfortable with digital systems when they work well, stay transparent, and leave space for human support. Hungarian retailers that understand this balance (using AI where it helps, and people where it matters) are helping define the standard.